What Prompts People To Go Vegan?
Understanding why people choose to go vegan could help advocacy groups improve their outreach. It could also help food producers market their vegan products more effectively. In this study, the author explored what prompts people to initially consider veganism, and then why they either do or do not ultimately become vegan.
The author interviewed 33 participants who had attended a vegan advocacy event around Philadelphia. Interviews were largely unstructured, allowing the participants to talk about what mattered to them. Participants were initially asked about their experiences at the advocacy events, with follow-up questions based on each interviewee’s responses.
Considering Veganism: Priorities, Mindset, And More
The most common factors that led people to consider veganism included social groups and ties, documentaries and articles, discussions of ethics, and food. For example, participants with vegan friends and family might already be familiar with it and have access to helpful advice and support. Other participants watched documentaries about animal suffering. In some cases, people experienced pleasure from vegan food, convincing them they could enjoy a vegan diet.
As participants considered veganism, many came to recognize that it was compatible with other priorities. For example, one participant was already concerned about animals, and watching a Mercy For Animals documentary helped him “make that additional connection” to veganism.
However, differences were seen between what vegans and non-vegans prioritized. Vegans typically prioritized altruism towards nonhuman animals, and most participants who said altruism was their motivation for considering veganism ultimately went vegan. By contrast, among participants who prioritized other things (e.g., health benefits), most did not choose or maintain their veganism even if they also valued altruism.
The author described other differences in the mindset of vegans compared to non-vegans. They claim that vegans displayed more dietary initiative — for example, they were more likely to search for information to support their veganism, such as learning how to prepare good meals. The non-vegans were described as more passive. For example, one participant said they stopped being vegan as soon as they felt their body wasn’t reacting the way they thought it would.
Vegans were also more likely to take action that helped them deal with competing priorities. The most common example involved being part of a social group where veganism was either not a norm or was resisted. In this case, vegans typically brought their own food with them and/or tried to minimize attention to their diet. This allowed them to remain part of the social groups and networks that they highly valued. This contrasted with some of the non-vegans. One individual, for example, prioritized their family membership over their prospective veganism as they felt compelled to consume non-vegan meals.
Advocacy Takeaways
In discussing their findings, the author makes three main suggestions for vegan advocates.
- Focus on the audience’s priorities: When conducting vegan campaigns, advocates should try to identify the priorities of those they are trying to recruit (e.g., health, altruism, being family-centric). From there, advocates can show how veganism can be compatible with what the audience values.
- Emphasize the how as well as the why: Some participants agreed with veganism in principle but doubted they could commit to it. Advocates should offer practical, easy strategies for helping people make veganism part of their everyday routine.
- Frame veganism as altruistic: Advocacy shouldn’t be restricted to ethical campaigns, as many participants in this study (and other studies) were motivated by things like health. However, the author suggests their findings show that veganism is less likely to be sustained if altruism toward animals is not the main priority.
Advocates should also be aware of some limitations of the study. Participants were a small sample from the Philadelphia area, meaning they don’t represent views of the general public. And, by attending vegan outreach events, these participants had already demonstrated some openness towards veganism.
The suggestion that altruism towards animals is a particularly sustaining motivation for veganism has been mentioned in other studies. But this does not mean that prioritizing altruism is necessarily ideal for outreach in every advocacy situation. Again, it’s important to assess your audience, understanding whether the people you’re working with are already open to veganism as well as other unique factors that would encourage them to give it a try.
https://doi.org/10.1177/0160597620978778