Eating outside of the box: Vegetarian meat consumption as ordinary consumer practice

This study investigates the phenomenon of meat consumption among meat-avoiding consumer groups, such as vegetarians and vegans. While previous research has found the phenomenon to be relatively common, knowledge about why it occurs remains limited. Drawing on interviews with 15 young Danish meat avoiders, the study addresses this gap and challenges conceptualisations of vegetarian meat consumption as dietary lapses or violations. It explores how participants use dietary labels and how meat consumption is organized in their everyday lives. The findings show that labels such as "vegetarian" or "vegan" are often used to communicate usual dietary practices, either due to the lack of an appropriate alternative label or as a rejection of strict adherence as a prerequisite for using dietary labels. Additionally, the study finds that instances of meat consumption often result from meat avoiders navigating competing end-goals and social procedures of proper conduct across different meal situations. The study concludes that vegetarian meat consumption is ordinary and expectable behaviour among socially sensitive meat-avoiding consumers, who balance multiple priorities in daily life. By showing vegetarian meat consumption to be a socially situated practice rather than a deviation, the article contributes a more nuanced understanding of consumers' use of dietary labels. The study concludes with implications for research and policy and discusses implications for the public understanding of meat-avoiding consumers' use of dietary labels.