People often demonstrate an understanding that eating animals is unethical and unsustainable, but choose to do so, giving various reasons to rationalize this decision. This is an example of cognitive dissonance, the mental discomfort that results from holding two conflicting beliefs. In many cases of those who eat meat, the conflicting beliefs are “I love and care for animals” and “I eat meat”. This version of cognitive dissonance is often referred to as the “meat paradox” – in short, I don’t want to harm animals, but I eat animals.
