It's the do-gooder derogation effect: http://journals.sagepub.com/doi/abs/10.1177/1948550611415695 http://journals.sagepub.com/doi/abs/10.1177/1948550611415695

It's the do-gooder derogation effect: http://journals.sagepub.com/doi/abs/10.1177/1948550611415695 http://journals.sagepub.com/doi/abs/10.1177/1948550611415695 https://www.psychologytoday.com/us/blog/in-love-and-war/201706/why-some-people-resent-do-gooders 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."