"But what was especially interesting was that those who viewed vegetarians more negatively were also more likely to expect that vegetarians would view them negatively, suggesting that a fear of moral reproach might underlie negative views of vegetarians. Supporting this idea, when the threat of moral reproach was experimentally manipulated, the researchers found that it increased negative evaluations of vegetarians."
https://www.psychologytoday.com/us/blog/in-love-and-war/2017...
"But what was especially interesting was that those who viewed vegetarians more negatively were also more likely to expect that vegetarians would view them negatively, suggesting that a fear of moral reproach might underlie negative views of vegetarians. Supporting this idea, when the threat of moral reproach was experimentally manipulated, the researchers found that it increased negative evaluations of vegetarians."