Millennials go vegan ‘to virtue signal to friends’

THEY are the generation behind the boom in vegan cuisine and trendy ethical cafes – with a penchant for sharing photos of their food.

But research shows millennials are paying through the nose for restaurant delicacies such as tofu and stuffed mushrooms simply to impress their friends.

A study of Scots aged 24 to 40 found they are happy to fork out more for planet-friendly meals.

However, their choice to eat green is less about saving the planet and more to do with virtue-signalling to each other on social media.

The paper, published in the International Journal of Hospitality Management, concludes: ‘Our findings could imply millennials are more concerned about their image than whether restaurants are ethical and socially responsible.’

Academics quizzed 212 millennials in the North-East about their income, views on food and the environment, and their choices when eating out.

Analysis then identified correlations between beliefs, motives and spending patterns in restaurants.

It found millennials were willing to pay more for food at green outlets.

But the study – by the universities of Stirling, Robert Gordon in Aberdeen and Leeds Beckett – states: ‘The results show the importance of positive self-image on millennials’ behaviour. Environmental concern is insufficient alone to influence their buying behaviour.

‘Millennials’ willingness to pay a premium at ethical and socially responsible restaurants is more likely to be influenced by people in their social circle, such as family, friends and other social media contacts.’

It adds: ‘[Millennials’] spending power allows them to dine out twice as much as other generations, making them the key driver of the global economy.

‘Millennials use social media to raise awareness about social and environmental issues while inspiring positive actions against unsustainable corporate behaviours.’

The study concludes that restaurants competing to recover from the pandemic should focus on advertising their planet-friendly credentials on social media to tap into the millennial market.

Corrie Dornan, 27, owns the organic Buchanan Bistro in Banchory, Aberdeenshire, offering dishes such as smoked tofu pâté and twice-baked goats’ cheese soufflé. She said: ‘Even if millennials are partially driven by image, I don’t think that’s a negative thing. If they go to an ethical restaurant to look good, the restaurant must be genuinely good in the first place.’