People are increasingly concerned about how meat affects the environment, human health,
and animal welfare, yet eating and enjoying meat remains a norm. Unsurprisingly, many
people are ambivalent about meat—evaluating it as both positive and negative. Here, we
propose that meat-related conflict is multidimensional and depends on people's dietary
group: Omnivores' felt ambivalence relates to multiple negative associations that oppose a
predominantly positive attitude towards meat, and veg* ans' ambivalence relates to various …

People are increasingly concerned about how meat affects the environment, human health,
and animal welfare; yet eating and enjoying meat remains a norm. Unsurprisingly, many
people are ambivalent about meat—evaluating it as both positive and negative. Here, we
propose that meat-related conflict is multidimensional and depends on people's dietary
group: Omnivores' felt ambivalence arises from multiple negative associations that oppose a
predominantly positive attitude towards meat, and veg* ans' ambivalence arises from …