Vegetarians lead the way: the influence of relationships on food choice

Abstract

Background: Diets high in meat (particularly red meat) are a growing concern in industrialized societies due to being linked to several diseases. Prior research shows that the presence of other people influences the types of food people eat and the amount of food they consume. This research examines whether people’s choice of what to eat is influenced by what the person ahead of them is ordering, and if this effect is mediated by the relationship of the people ordering. Method: 100 participants are being recruited to answer a questionnaire after buying lunch at a café. We are assessing whether they ordered the vegetarian or meat-based meal, their relationship to the person ahead of them, and whether they are aware of being influenced by that person’s order. Expected results: We hypothesize that (1) participants will be more likely to order the vegetarian lunch option if the person ordering ahead of them orders the vegetarian option, (2) this effect will be strongest for people with a close relationship with the person ahead of them, and (3) this effect can occur outside of conscious awareness. Current stage of work: The study is in the data collection stage. Discussion: Most research examining social influences on eating is conducted in artificial lab situations. By conducting this research in the field, with people choosing their own food and eating companions, we hope to increase the generalizability of our findings. Results of this study could provide insight into people’s eating choices and potentially guide healthy eating interventions.