As ethically motivated vegans (EMV) frequently feel responsible for suffering caused by the consumption of animal products, feelings of guilt are therefore an important issue for many of them. To date, studies on the experience and handling of guilt in vegans have rarely been identified. Therefore, we investigated this topic using a qualitative design. N=64 interviews with N=57 EMV were analyzed using content analysis. Key results are that they perceive guilt as a psychological and sometimes even as a physical influencing factor. They describe how feelings of guilt arise in combination with anger, revulsion and pity thereby affecting their thinking and behavior. Some experience even corporal strain, a physical heaviness. Others helped the transition to a vegan diet to get rid of guilt and to feel emotional and partially also physical relieve. In contrast, others were faced with new problems: no dissociation from other people’s guilt, heightened awareness of one’s own perception, more compassion, and a stronger sense of responsibility. Some even registered an increased tendency to depression and self-destructive thoughts. Beyond its limitations, our study is one of the first illustrating the possible impact of feelings of guilt on mental and physical well-being EMV may sense and suffer from.

Within the field of guilt and shame, two competing perspectives have been advanced. The first, the social-adaptive perspective, proposes that guilt is an inherently adaptive emotion and shame is an inherently maladaptive emotion; thus, those interested in moral character development and psychopathology should work to increase an individual’s guilt-proneness and decrease an individual’s shame-proneness. The functionalist perspective, in contrast, argues that both guilt and shame can serve a person adaptively or maladaptively—depending on the situational appropriateness, duration, intensity, and so forth. This paper reviews the research conducted supporting both positions, critiques some issues with the most widely used guilt- and shame-proneness measure in the social-adaptive research (the TOSCA), and discusses the differences in results found when assessing guilt and shame at the state versus trait level. The conclusion drawn is that although there is broad support for the functionalist perspective across a wide variety of state and trait guilt/shame studies, the functionalist perspective does not yet have the wealth of data supporting it that has been generated by the social-adaptive perspective using the TOSCA. Thus, before a dominant perspective can be identified, researchers need to (1) do more research assessing how the social-adaptive perspective compares to the functionalist perspective at the state level, and (2) do more trait research within the functionalist perspective to compare functionalist guilt- and shame-proneness measures with the TOSCA.

Self-conscious emotions, such as shame and guilt, play a fundamental role in regulating moral behavior and in promoting the welfare of the society. Despite their relevance, the neural bases of these emotions are uncertain. In the present meta-analysis, we performed a systematic literature review in order to single out functional neuroimaging studies on healthy individuals specifically investigating the neural substrates of shame, embarrassment and guilt. Seventeen studies investigating the neural correlates of shame/embarrassment, and seventeen studies investigating guilt brain representation met our inclusion criteria. The analyses revealed that both guilt and shame/embarrassment were associated with the activation of the left anterior insula, involved in emotional awareness processing, and arousal. Guilt specific areas were located within the left temporo-parietal junction, which is thought to be involved in social cognitive processes. Moreover, specific activations for shame/embarrassment involved areas related to social pain (dorsal anterior cingulate, insula, thalamus), behavioral inhibition (premotor cortex) networks. This pattern of results might reflect distinct action tendencies associated with the two emotions.

This study has investigated the effect of nutrition labeling on consumer guilt, in situations where consumers ingest products that have an unhealthy image. The first investigation has examined the effects of types of nutrition labeling (adding healthy ingredients/reducing unhealthy ingredients). The second investigation has examined the influence of two goal-activation types(utilitarian and hedonic) and nutrition labeling on consumer guilt. The findings reveal that the utilitarian-goal-activation group felt less guilty about consuming a product with a reduced unhealthy ingredient than they did about consuming a product with an added healthy ingredient. In addition, there were interactions between the two variables, since consumer goal activation had more effect on consumer guilt about products with reduced unhealthy ingredients than on products with added healthy ingredients. Based on these results, the academic and practical implications of the present study are discussed. and proposes several directions for future research.