Potgieter, Luka Kilian (2025) Speaking Up or Staying Silent: How Self-Esteem and Moral Conviction Impact Vegan and Vegetarian Advocacy. Bachelor thesis, Psychology.
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Abstract
Advocacy behaviors among vegans and vegetarians (collectively referred to as veg*ans) play an important role in promoting plant-based diets, yet the psychological factors driving these behaviors remain underexplored. This research examined the influence of self-esteem, reflecting individuals overall sense of self-worth, and moral conviction, the extent to which beliefs align with core values, on advocacy behavior. Across two studies, participants’ willingness to sign a petition to increase meat replacements was assessed. Study 1 involved a real-life scenario with confederates in a lab setting (N = 4), while Study 2 used an online hypothetical scenario with a larger sample (N = 83). Self-esteem, moral conviction, and their interaction did not significantly predict advocacy behavior in either study. Results did show that vegans reported higher moral conviction than vegetarians, but no significant differences in advocacy behavior emerged between the groups. An evaluation scale for the petition was included, revealing that individuals who signed the petition tended to evaluate it more positively, with moral conviction serving as a significant predictor. The results were limited by methodological issues, such as small sample sizes and little variation in the dependent variables. The role of context and individual differences in promoting moral action is highlighted in this study, which contributes to a better understanding of the complexity of advocacy behavior among veg*an.
| Item Type: | Thesis (Bachelor) |
|---|---|
| Supervisor name: | Sharpe, E.J. |
| Degree programme: | Psychology |
| Differentiation route: | None [Bachelor Psychology] |
| Date Deposited: | 28 Jan 2025 11:26 |
| Last Modified: | 28 Jan 2025 13:37 |
| URI: | http://gmwpublic.studenttheses.ub.rug.nl/id/eprint/4556 |
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