Yeah there's some kind of absolutism aspect tied into identity.
Also the funny tendency humans have to dislike the people who are most similar to them. Someone who is at least recognizing factory farming is bad and willing to even think that far is more similar to a vegetarian than the people who don't give a shit and never even think about where their food is coming from.
Obviously there's the cognitive dissonance aspect to point out, but we are all doing that to some extent.
Also the funny tendency humans have to dislike the people who are most similar to them. Someone who is at least recognizing factory farming is bad and willing to even think that far is more similar to a vegetarian than the people who don't give a shit and never even think about where their food is coming from.
Obviously there's the cognitive dissonance aspect to point out, but we are all doing that to some extent.