Food habits and the way society has evolved around - a social perspective

Abstract

This study explores the food habits of vegetarian and non-vegetarian consumers in Ahmedabad, India, a city with a predominant vegetarian culture shaped by religious, cultural, and social influences. Utilizing a qualitative approach, the research examines dietary preferences, vegetarians’ perceptions of non-vegetarians, and challenges faced by non-vegetarians through semi-structured interviews with 46 participants (balanced between vegetarians and non-vegetarians). Thematic analysis, guided by Braun and Clarke’s (2006) framework and psychological theories (e.g., social identity, self-concept, cognitive dissonance), identified five key themes: Cultural and Religious Influences on Food Choices, Social Dynamics and Perceptions, Structural and Social Barriers to Non-Vegetarianism, Evolving Attitudes and Dietary Shifts, and Sensory and Emotional Responses. Findings reveal that vegetarianism, rooted in Jain and Hindu non-violence principles, is a strong cultural identity marker, marginalizing non-vegetarians who face social judgment, exclusion, and barriers like limited restaurant availability and housing restrictions. Younger generations show increasing acceptance of non-vegetarianism, driven by health and global influences, though sensory discomfort and traditional resistance persist. The study highlights the interplay of identity, motivation, and social comparison in shaping dietary behaviors, offering insights into fostering dietary inclusivity in Ahmedabad. Limitations include the qualitative sample’s limited generalizability and potential social desirability bias. This research contributes to understanding consumer behavior in culturally distinct contexts, with implications for policy and business strategies promoting dietary tolerance.