Español

Transitioning to a vegan lifestyle requires a conscious shift in mindset, as it involves avoiding the dominant cultural norms of animal exploitation and meat consumption. Once someone goes vegan, their social identity at least partially revolves around their diet and consumption habits — in other words, what they don’t eat becomes part of who they are.

In this study, the authors wanted to understand the underlying thoughts, beliefs, and other mental processes that young people in Chile use when they go vegan. Specifically, they were interested in exploring the idea of “reflexivity,” or people’s self-awareness regarding their beliefs and choices. They assumed reflexivity is important because many vegans are guided by strong ethical views that they have to think about every time they eat, cook, or make food decisions.

The study took place over three years and involved three phases of interviews: 31 interviews in 2020, 25 interviews in 2021 (including 15 participants from Phase 1), and 18 interviews in 2022 (all participants came from Phase 2). Interviewees ranged in age from 19 to 35 and had been vegan anywhere from 2 months to 8 years, with the exception of one person who wasn’t vegan anymore and one who had been vegan for 17 years. The authors asked participants about their life history, veganism, cooking practices, opinions, and other experiences.

For many participants, going vegan involved an “aha!” moment that caused them to redefine animal products as inedible. However, most people felt veganism was difficult because it required reevaluating everything they once purchased and/or ate. Avoiding mistakes was vital, as accidentally eating an animal product challenged their identity. Because of this, the authors found that dietary control, such as grocery shopping and cooking for themselves, was a key factor for successful vegans.

The authors identified four areas that required reflexivity:

1. Reading product labels: Rather than buying products that appealed to them, participants described checking every label and researching obscure ingredients. This was especially the case for new vegans, or when buying a new product.
2. Being part of vegan communities: Participants shared that vegan networking groups caused them to actively think about their choices. For example, someone read an insight about vegan beer on Instagram and realized for the first time that not all beer was vegan.
3. Learning how to cook: Being vegan required participants to think about switching ingredients, finding new recipes, and testing out cooking methods that they wouldn’t have considered otherwise.
4. Consulting medical and health experts: Many participants expressed that going vegan caused them to regularly reflect on their health, and in turn, their diet. For example, some interviewees said their nutritionists recommended soaking nuts or making daily protein shakes, which was something they had to remember to do.

In general, reflexivity was driven by one’s environment and social networks. In other words, when non-vegans asked questions, or when vegans discussed health issues with them, participants were more likely to reflect on their beliefs.

Finally, the authors also found that over time, the reflexivity aspect of veganism became less obvious. Many participants gained enough knowledge about product ingredients and recipes that they didn’t have to think about them all the time. Other participants relied on vegan labels and grocery stores, where they didn’t have to question every purchase. However, in the authors’ view, the reflexivity aspect of veganism never truly goes away. Anytime a vegan is confronted with a new food or routine, they have to reflect on their ethical values.

While the study was based on self-reports from young people in Chile, it nevertheless provides helpful insights for vegan advocates. When supporting new vegans, it’s important to find ways of helping people go about their lives without constant reflexivity. Educating people about vegan product labels, easy cooking techniques, and nutrition advice will go a long way to easing the transition — and hopefully encouraging people to stay vegan.