Conceptualizations of Happiness and Vegetarianism: Empirical Evidence from University Students in Spain

Abstract Vegetarianism improves human and planetary health in addition to animal welfare. Motivations for meat-reduced diets include health-related and ethical reasons, with the latter being the main driver for eschewing meat. However, evidence on vegetarian happiness is inconclusive and the results reported are mixed. This constitutes a challenge for policy aiming to encourage people to shift toward plant-based diets. In this research, we aim to provide some evidence on this question: to what extent is there a link between the different moral codes related to ideas of happiness and vegetarianism? To do so, we apply the happiness moral codes from the Conceptual Referent Theory, and assess vegetarianism from the perspective of the psychological aspect of vegetarian identity (flexitarian, pescatarian, lacto-ovo vegetarian, and vegan) and dietary behavior (vegetarian self-assessment scale). Analyzing a sample of university students in Spain, we discover that some happiness constructs ( tranquility , fulfilment, and virtue ) are positively related to vegetarianism while others are inversely related ( enjoyment and stoicism ). In terms of policy implications, we find that ethical grounds one holds on happiness in relation to vegetarianism may play a role in fostering or hindering plant-based lifestyles. Graphical Abstract