The traditional vegetarians - improving attitudes toward vegetarians through emphasizing similarities between...

The modern choices of diet are often perceived at odds with the traditional worldviews. This study aimed to test the possibility of improving attitudes toward vegetarians by emphasizing the similarity between vegetarianism and religious fasting. We expected the effects of induction to be moderated by endorsement of right-wing authoritarianism and social dominance orientation (SDO-D and SDO-E). Participants (N = 246) were randomly divided into three groups that all read a text about a traditional birthday celebration. The control group read a text about the celebration with meat-based meals, one experimental group read about a celebration with meatless dishes. In the second experimental group it was emphasized that the host became a vegetarian after years of religious fasting. Both inductions improved attitudes toward vegetarians. Only SDO-D proved to be a significant moderator, with induction exhibiting a significant effect at higher levels of SDO-D. The findings inform public communications about reducing meat consumption.