Belonging, Bias and the Ethics of Justification: Online Discourses of Animal Consumption and Climate Inaction

This article for The Vegan Society explores why discussions about animal consumption and climate action can become so defensive online.

Drawing on my PhD research, I examine how people use familiar justifications—such as “it’s natural,” “I buy local,” or “one person cannot make a difference”—to distance themselves from the ethical and environmental implications of eating animals. These arguments are not simply about food; they can also protect identity, social belonging and established cultural norms.

Using digital ethnography and reflexive thematic analysis, the research examines how bias, habit, and group loyalty can sometimes outweigh scientific evidence regarding animal agriculture’s climate impact. Rather than treating resistance as mere ignorance, the article argues for more culturally sensitive conversations that encourage reflection, shared values and ethical engagement over blame or moral gatekeeping.