Vegetarian New Zealand conflicts with Kiwi identity for many

Vegetarian for moral reasons? Be warned. You're likely to be perceived as "militant" by the online community. Photo / Getty Images

A meat-free New Zealand would be seen as conflicting with the country's national identity, according to a new study from Victoria University of Wellington.

For her Ph.D thesis, psychology graduate Maddie Judge examined the perception of vegetarianism and veganism. One part of the study, called "Future Frames", asked people to imagine what a vegetarian New Zealand might look like.

Judge, who recently turned vegan, said the study revealed many New Zealanders thought a vegetarian New Zealand would present a threat to the country's "economic investment in animal agriculture".

"It doesn't sit with the New Zealand culture and lifestyle," she said.

Many of those surveyed had said a plant-based diet would result in economic decline, environmental degradation, and a malnourished population.

A 2009 survey, published by Sanitarium, reported close to 8 per cent of New Zealanders identified as partially vegetarian, 2 per cent as vegetarian, and less than 1 per cent as vegan.

Judge said, despite the perception of many survey participants, previous research showed a plant-based diet could fit well with parts of New Zealanders national identity; this included "Kiwi's concerns for nature, animals and other humans".

It was a matter of framing the idea of vegetarianism positively she said: "It's not like there's one way of looking at the national identity".

Despite the skepticism, many participants said a vegetarian New Zealand would encourage more warmth and less dysfunction in society.

The other parts of Judge's research included; a study looking at the attitudes online towards vegan and vegetarianism, and a survey distributed via the Sunday Star Times in 2011 measuring the attitudes of New Zealanders to meat-free eaters.

Judge said vegetarians and vegans who cited personal reasons for their diet were viewed online positively but those who said they were vegan or vegetarian for moral reasons were represented as "militant" or "extreme".

The research also found women were less cynical than men towards non-meat eaters and vegetarians were generally viewed more positively than vegans.

Judge said her interest in the topic was sparked after she noticed a growing discussion within the media about the benefits of being meat-free, including a 2010 report from the United Nations encouraging a global shift towards a vegan diet.

Most recently the Intergovernmental Panel on Climate Change reported reducing the global consumption of meat was essential to curbing the affects of climate change.

Watch

Weekday Vegetarian

, one of the 20 winning films in this year's Outlook for Someday sustainable film challenge:

Like what you see? For weekly Element news, sign up to our newsletter. We're also on Facebook and Twitter.