Objective Hermeneutics is a qualitative method that focuses on few sequences of texts, which helps understand single cases. It is used to explore how consumers cope with the contradiction between their enjoyment for meat and their empathy for animals without using frameworks drafted by social scientists. Five cases are analysed, which range from strong references towards the societal norm of meat eating to a feeling of uncertainty in the face of the animals' death. None of the cases, however, sees the necessity to find a rationale for their own meat consumption. The study concludes by raising the question about the persistence of a societal consensus for meat consumption.
Keywords: Consumer attitudes; Qualitative methods; Switzerland; Text analysis.
© The Author(s), under exclusive licence to Springer Nature Switzerland AG 2021.