Lowering barriers to plant-based diets: The effect of human and non-human animal self-similarity on meat avoidance intent and sensory food satisfaction

The connection between plant-based diets and compassion is intuitive. Prior research has demonstrated that food of ethical origin subjectively tastes better to consumers who embrace ethical values. Since meat avoiders generally internalize the values associated with the avoidance of animal-derived products, higher levels of compassion are expected to enhance the subjective taste of meatless food choices, which has implications for lowering...