How proximal are pescatarians to vegetarians? An investigation of dietary identity, motivation, and attitudes toward animals

Research on the psychology of eating behavior often treats vegetarians as a monolithic group. Yet, a considerable proportion of people (17% in Study 1) who self-identify as vegetarian are actually pescatarians-those who forgo all meats except fish. Research on the psychology of pescatarianism is profoundly lacking, which may hinder future interventionists' efforts to improve diet. Through two preregistered studies of adults from the United States recruited via Amazon Mechanical Turk (total N = 490), we investigated pescatarianism with respect to dietary identity, motivation, and attitudes toward animals. Results suggest that future research may benefit from studying pescatarians as a distinct dietary group and paying greater attention to whether or not pescatarians self-identify as vegetarian.