Comparative thematic table.
| Thematic cluster | Dutch focus group | Greek focus group |
|---|---|---|
| Rationalizing resistance to veganism | Pragmatic justifications; skepticism about marketing and greenwashing; resistance framed as informed consumer choice | Skepticism about marketing; Ideologically and morally driven rationalizations; moral inversion; environmental critique of plant-based production; appeal to natural order and tradition |
| Emotional and psychological reactions | Emotional reactance triggered by exaggerated branding or moralizing tone of vegan messaging; annoyance and irony | Feelings of guilt, resentment, discomfort in social interactions with vegans; emotionally charged boundary-setting |
| Cultural influences and identity anchoring | Lower cultural anchoring; resistance framed in personal terms rather than collective identity; more flexible approach to accommodating others | Higher cultural anchoring; anti-vegan views grounded in tradition, intergenerational practices, and cultural rituals; food tied to national and familial identity |
| Informational and media influences | Skepticism toward media influence; emphasis on independent thinking; frustration with excessive labeling; media fatigue | Distrust of influencer messaging; differentiation between performative and practical vegan content; strategic disengagement from moral media content |
| Social norms and social resistance | Perceived social pressure; sense of anti-vegan stigma; discomfort in normative vegan settings (workplace events); growing sense of marginalization | Sense of anti-vegan stigma; pressure in social settings leads to stronger reactance; veganism framed as normatively imposing |
| Thematic cluster | Dutch focus group | Greek focus group |
|---|---|---|
| Rationalizing resistance to veganism | Pragmatic justifications; skepticism about marketing and greenwashing; resistance framed as informed consumer choice | Skepticism about marketing; Ideologically and morally driven rationalizations; moral inversion; environmental critique of plant-based production; appeal to natural order and tradition |
| Emotional and psychological reactions | Emotional reactance triggered by exaggerated branding or moralizing tone of vegan messaging; annoyance and irony | Feelings of guilt, resentment, discomfort in social interactions with vegans; emotionally charged boundary-setting |
| Cultural influences and identity anchoring | Lower cultural anchoring; resistance framed in personal terms rather than collective identity; more flexible approach to accommodating others | Higher cultural anchoring; anti-vegan views grounded in tradition, intergenerational practices, and cultural rituals; food tied to national and familial identity |
| Informational and media influences | Skepticism toward media influence; emphasis on independent thinking; frustration with excessive labeling; media fatigue | Distrust of influencer messaging; differentiation between performative and practical vegan content; strategic disengagement from moral media content |
| Social norms and social resistance | Perceived social pressure; sense of anti-vegan stigma; discomfort in normative vegan settings (workplace events); growing sense of marginalization | Sense of anti-vegan stigma; pressure in social settings leads to stronger reactance; veganism framed as normatively imposing |