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Dissertation Kathryn Asher IS THE PERFECT THE ENEMY OF THE GOOD? THE ROLE OF DIETARY CHOICES, PERCEPTIONS, AND EXPERIENCES IN MEAT CONSUMPTION PATTERNS IN THE U.S. by Kathryn Asher MES, York University, 2006; BA, St. Thomas University, 2003 A Dissertation Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Philosophy in the Graduate Academic Unit of Sociology Supervisor: Paul Peters, PhD, Department of Sociology Examining Board: Gabriela Tymowski-Gionet, PhD, Faculty of Kinesiology, Chair Gary Bowden, PhD, Department of Sociology Neeru Gupta, PhD, Department of Sociology External Examiner: Jessica Greenebaum, PhD, Department of Sociology, Central Connecticut State University This dissertation is accepted by the Dean of Graduate Studies THE UNIVERSITY OF NEW BRUNSWICK June 2017 © Kathryn Asher 2017 ABSTRACT Despite decades of promotion, rates of vegetarianism have changed minimally in the U.S. In part due to this slow growth rate, farmed animal advocates are divided about whether encouraging meat elimination or meat reduction (and which type) is best. Following Voltaire’s assertion that the perfect can be the enemy of the good, this research explores whether vegetarianism (the perfect) may be the enemy of the good for realizing advocates’ desired social movement outcomes in American society around meat and farmed animals. This dissertation, drawing on applied sociology and positioned at the intersection of effective altruism, social movement outcomes, the sociology of food, and dietary behaviour change, examines this research question and speaks to whether social movements should ask for intermediate steps or focus on their desired end goal. This dissertation engages with an effective animal advocacy lens—a subset of effective altruism—to study the current and future potential impact of three diets promoted to varying degrees by U.S. advocates: a vegetarian diet, a reduced-meat diet, and a chicken-free diet (per the problem of smaller-bodied animals). Quantitative methods were used to consider how these diets can help this social movement “do the most good,” a key tenet of effective altruism. Data was collected from an online census- balanced cross-sectional sample of 30,000+ U.S. adults provided by Nielsen in 2016. Results showed a reduced-meat diet had the highest prevalence rate among American adults and the largest number of food opinion leaders based on current as well as future potential eating patterns. A reduced-meat diet was the driver for the greatest number of meat-free meals eaten each week and the largest number of adults this is ii spread amongst, both taking in current and future potential trends. A reduced-meat diet also had the best external perceptions among those who are not restricting their meat consumption. Lived experiences was the one exception, where a vegetarian diet had the best internal experiences among individuals currently eating one of the diets. These findings suggest that there are reasons to infer that a reduced-meat diet may best support an effective animal advocacy approach to U.S. dietary outreach. iii DEDICATION To those doing the work of doing the most good. To the subjects of this work. iv ACKNOWLEDGEMENTS I am fortunate to have been supported in my research by the Social Sciences and Humanities Research Council Joseph-Armand Bombardier Canada Graduate Scholarship – Doctoral; the Social Sciences and Humanities Research Council Canada Graduate Scholarship Program – Michael Smith Foreign Study Supplement; a Nels Anderson Field-Research Grant from the Department of Sociology at the University of New Brunswick (UNB); a VegFund Merit Award; a donor with fiscal sponsorship provided by Faunalytics; a New Brunswick Innovation Foundation Graduate Scholarship Award; a UNB Magee Fellowship in the Humanities and Social Sciences; and a UNB Faculty of Arts PhD Graduate Assistantship. Many people in the Department of Sociology at UNB supported me through this journey. Foremost is my supervisor Dr. Paul Peters, who took me in during the last few years of my studies and provided a calming presence and knowledgeable sounding board, as well as the members of my dissertation supervisory committee (Dr. Gary Bowden and Dr. Elizabeth Cherry) who helped considerably strengthen the final product. Thanks also to Wanda Birch, Tracy McDonald, Dr. Luc Thériault, Dr. Nick Hardy, Dr. Vanda Rideout, and Dr. Lucia Tramonte for their encouragement, support, and advice over the years. I am grateful for my fellow UNB graduate students— particularly Nathan Thompson and Lisa Thomson—who provided an empathetic environment in which to discuss the public and private matters of doctoral life. I also owe Dr. Niyati Parekh much gratitude for the level of academic and personal support she offered during my visiting scholar appointment at New York University. My v appreciation also to New York University’s Department of Nutrition and Food Studies for providing an academic home for me during this residency. Many individuals provided valuable feedback while I was narrowing down my topic area and during the call for feedback on the early research design, including: Matt Ball, Jon Bockman, Greg Boese, Krystal Caldwell, David Coman-Hidy, Nick Cooney, Sabine Doebel, Milena Esherick, Bruce Friedrich, Che Green, Gordon Hodson, Joop Hox, Brian Kateman, Lisa Kramer, Tobias Leenaert, Ginny Messina, Jack Norris, Jacy Reese, Harish Sethu, Allison Smith, and Michael Webermann. Thanks also to Kieran Greig for helping me think through the randomization scheme for the experimental portion of the survey, to Peter Hurford for testing a version of the survey on the Qualtrics platform, and to Dan Crouse and Carolyn Peake for providing early feedback on analytic matters. My thanks to Che Green of Faunalytics who provided a stimulating work home for me during my degree, which provided both a nice break from, and complement to, my doctoral studies. I learned a remarkable amount from my time at Faunalytics, without which my dissertation would be short on methodological rigour and subject matter expertise. Had it not been for Faunalytics, I would not have had the guts to undertake such an extensive data collection mission nor the confidence to know it could be done. Having a tenure as Faunalytics’ research director was a life-changing break for me, which not only changed the trajectory of my career but, in many ways, my life. I would not have started down the PhD path had it not been for my lifelong interest in justice and vulnerable groups, which was given specific purpose when I developed a concern for animal issues as a child. I am not driven to do “research for research sake” and so having the opportunity to take an applied sociology approach to vi my studies gave me a reason to return to academia. The thought experiment of envisioning where my life might be had I not taken this meaningful journey is disquieting for me. Even still, it was never about the self-fulfilling goal of the degree, but rather doing what I could to “do the most good” in the world. I have been fortunate to be inspired and buoyed in my academic efforts by effective altruists and animal advocates alike and whether through their praises or critiques, I have grown considerably as a scholar. No one has inspired me more, however, than the marginalized group I have dedicated my life to bettering. On a personal note, my genuine appreciation to my partner Adam Gilmore, a steady and patient support—my rock—which manifested in many forms from an understanding ear and reassuring force, to seeing me off on my many academic adventures including masterminding my move to New York City. I look forward to sharing new beginnings together on the other side of this PhD as we anticipate the miles ahead. To my dearest cousin, Corey James Asher, who has always shown such genuine enthusiasm in “DrVeg12”—thank you. We would often remark that “no one is more interested in my PhD,” and that was a title he earned with much enthusiasm. His was a listening ear I treasured and leaned on often because nothing seems insurmountable when you can without fail find the hilarity in it with your best friend. My deepest gratitude to my family Jim Asher, Jane Asher, and Elizabeth Asher who provided me with a near-weekly university-adjacent home away from home, which has always been filled with such joy, laughter, stimuli, and character. Its energy and irresistible charm has shaped who I am so fully. Unwinding in the “boudoir” with my sister was my favourite way to spend a school night. My mother, a true dynamo, vii provided reinforcement, comic relief, and an endless supply of home cooking to fuel another day’s work. My father was always at the ready with his wisdom whether it was helping to edit my early papers, sharing advice on teaching, engaging in a lively philosophical debate while holding court in the living room, or offering his signature wave from the front window as I headed off on another day. Thanks finally to my grandmother Rita Garey, who always placed such significance on my doctorate and moved me with her stories of how university was logistically out of reach for her so many years ago despite a sharp and determined mind. Helping care for her during her last few months was the biggest honour of my life, and gave me tremendous perspective about priorities part-way through my degree. The experience left me with a renewed sense of resilience, which made the upward climb of the PhD seem entirely achievable. And thanks to that, and all the other supports and learnings along the way, here I am, on the
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