Study Suggests Vegetarians React to Eating Meat as They Would to Consuming Waste

Vegetarians have a similar reaction to meat as they do to eating feces or human flesh, according to recent research from Oxford University.

A study involving 252 vegetarians and 57 meat eaters examined whether this aversion was influenced by the source of the food being plant or animal-based.

Initially, participants were shown a range of vegetables commonly disliked, including raw onions, green olives, sprouts, beetroot, and overripe fruit, and were asked to envision eating them. Both groups expressed “disgust” towards these vegetables. Essentially, the flavors and textures were perceived negatively.

Next, participants looked at pre-cooked chicken, bacon, and steak. Here, the vegetarians reacted quite differently. They experienced feelings of nausea, voiced ideological objections, and stated they found anything that had been in contact with meat unappealing.

The reactions of aversion were similar to those elicited when participants were asked to imagine consuming human feces or the flesh of humans or dogs (the meat was actually just plain meat labeled accordingly—no harm came to any dogs, although a few humans faced bad treatment).

“Disgust is an ancient evolutionary mechanism observed in various species and acts as a straightforward response to ‘bad’ preferences, primarily linked to bitter and sour tastes,” stated Elisa Becker, the lead researcher from Oxford University, in an interview with BBC Science Focus.

“Aversion, in contrast, is likely a uniquely human response stemming from more complex thoughts about food and its meanings.”

The distinction between these reactions may lie in evolutionary history. Aversion enabled early humans to avoid toxic plants with unpleasant flavors, while disgust developed as a more sophisticated reaction to the unseen risks associated with meat, which can harbor pathogens and parasites.

“Disgust does not arise solely from taste but is triggered by animal products, including meat and our own bodily substances. These are prime carriers for pathogens,” Becker explained. “The purpose of disgust is to protect us from toxins and diseases.”

This insight may assist initiatives aimed at promoting sustainable diets by altering perceptions of certain foods.

“It could be beneficial for people seeking to reduce their meat consumption or increase vegetable intake,” Becker remarked. “Novel, more sustainable protein sources (like insects or lab-grown meat) can often invoke disgust. Understanding this instinct can help us overcome it.”

About our experts

Elisa Becker is a postdoctoral researcher at the Faculty of Primary Care Health Sciences at Oxford University. She investigates behavioral change interventions that assist individuals in reducing meat consumption, focusing on the emotional processing of meat and the effectiveness of various strategies.

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