Vegan Killjoys at the Table—Contesting Happiness and Negotiating Relationships with Food Practices

Various ways towards animal product limiting - Practical and social engagements in initial phase of dietary change

Reducing one's consumption of foods containing animal products, or avoiding such foods altogether, has become part of everyday life for many people in the Western world. People's motivations for such "animal product limiting" are well-established, but the ways in which individuals enact and experience dietary change in the initial phase are not well understood. Nor is it clear whether, and how, these people present their dietary changes to others. Through the analysis of interviews with 28 people residing in Denmark who had recently (<9 months) embarked on flexitarian, vegetarian or vegan diets, this paper explores how people, in the initial phase of trying to consume fewer, or no, foods with animal products, (i) engage in the practicalities of daily food activities and (ii) communicate their experiences with, and opinions about, the dietary changes they are making in interpersonal interactions. The findings reveal two very different ways of organising the daily food activities: Foodism and Convenience. They also disclose three different ways of communicating in interpersonal interactions: Ethical advocacy, Plant food demonstration and Anonymisation of diet. The paper offers insights into the variation in practices underlying animal product limiting. It suggests that the plant food sector should cater for people relying on convenient food practices as well as those engaged in more advanced ("foodie") practices. Further, in discussing interpersonal communication in the light of community-based social marketing, we argue that the findings highlight how animal product limiters, in everyday social life, may be able to encourage more people to embark on animal product limiting.

The “Cruel Absurdity” of Human Violence and Its Consequences. A Vegan Studies Analysis of a Pandemic Novel

This article teases out what a Vegan Studies theoretical framework can offer a literary analysis of a selected pandemic novel, “The Fell” (2021), by Sarah Moss. Pandemic fiction accommodates texts from a wide range of genres, and these types of literary texts have seen a resurgence in the wake of the spread of the corona virus. While literary engagements with pandemics have often been relegated to the realms of dystopian science fiction, our current realities have shifted to such an extent that they can now comfortably be read alongside more realistic fictional representations of contemporary societies. The causal relationships between anthropocentric abuse of the environment in general and of animals in particular, and pandemics have been energetically contested in the media and in scholarly disciplinary fields ranging from Virology to Critical Animal Studies. The argument that I will develop is that Vegan Studies is a theoretical rubric with unique and salient generative capacity and that it allows for the emergence of fresh and necessary insights when we start unpacking how to make sense of pandemics through fiction. I will use Moss’s novel to anchor and illustrate my argument in favour of the value of Vegan Studies in these discussions.

Autonomous motivation, goal-facilitating behaviours, and dietary goal progress in individuals transitioning to a veg*n diet: A longitudinal study

Previous studies have consistently shown that autonomous motivation - pursuing goals because one wants to, rather than has to - is associated with greater behaviour maintenance in the context of healthy eating, exercise, and diet maintenance. The present study used a 7-wave longitudinal design to examine how autonomous motivation is related to dietary goal progress in individuals (N = 222) transitioning to a veg*n (i.e., vegetarian or vegan) diet. We hypothesized that when people reported more autonomous motivation (compared to their own average) they would be more successful in reaching their dietary goals. We also explored the role of goal-facilitating behaviours in this process. We found no directional effects of relative autonomous motivation on goal progress or goal-facilitating behaviours, although the concurrent relations were significant. There were also no within-person effects of behaviours on progress. These findings shed light onto the relationship between autonomous motivation, behaviours, and goal progress both at the same time and over time, and highlight the importance of examining within-person fluctuations over time.

Dietary identity and embitterment among vegans, vegetarians and omnivores

Background

Although vegetarian and vegan dietary can positively contribute to animal welfare, the environment and health, they also entail social costs for the people following them. These costs may be an increased risk of stigmatization and, presumably, feelings of embitterment.

Methods

In this study, we investigated for the first time the association between feelings of embitterment and dietary identity centrality and motivation. Dietary motivation, dietary pattern centrality for identity (DIQ-D), and embitterment (PTED scale) were assessed in and compared between people with vegan (n = 489), vegetarian (n = 339) and omnivorous (n = 319) dietary pattern.

Results

The vegan group reported higher embitterment and discrimination perception than the vegetarian and omnivorous groups. High (vegan) dietary centrality, eating disorder, moral motivation, discrimination perception was associated with embitterment.

Conclusions

The association between vegan dietary centrality and moral motivation with embitterment is relevant for actions in dietary education and counseling in clinical and public health settings. When dietary pattern becomes relevant for identity building this may come along with problems when it makes the person prone for discrimination perception.

Meat-eating justification and relationship closeness with veg*n family, friends, and romantic partners

A study of 190 omnivores examined their meat-eating justification (MEJ) beliefs and relationship closeness with veg*n friends, family members, and romantic partners; and how relationship closeness changes after veg*n diets are adopted. Denial and dissociation MEJs predicted lower closeness, whereas the hierarchical MEJ predicted higher closeness. Results also showed that relationship closeness significantly decreased for frequency and diversity of activities after adoption of veg*n diets. Closeness in terms of strength significantly increased after adoption of veg*n diets. A significant interaction was found between relationship type and time in which frequency of interactions decreased for friends and family after adoption of veg*n diets but did not change for romantic partners. These results suggest that only MEJs with moral considerations that elicit meat-related cognitive dissonance reduce relationship closeness after the adoption of veg*n diets; and that relationship closeness decreases after the adoption of veg*n diets only with friends or family members.

How vegans and vegetarians negotiate eating-related social norm conflicts in their social networks

This qualitative study, framed by social identity theory, examines how self-identified vegans and vegetarians negotiate diet-related social norm conflicts within their social networks. Twenty-one semi-structured interviews with 18- to 58-year-old vegans and vegetarians who represented five nationalities were analysed inductively through thematic analysis. According to the results, social norm conflicts occurred in contexts where tense family relations or boundaries between in-group and out-group were salient. The results also show that in order to manage norm conflict situations, the interviewees used strategies towards the dominant social norms, such as adapting, challenging, and weakening. In particular, adapting to the dominant social norms was used in relationships that were not close, whereas challenging and weakening were used within close relationships. The interviewees had developed practical solutions to resolve social norm conflicts, such as eating what was served, actively providing information, or acting as an example to others. The results enhance understanding of the challenges entailed by practising vegan or vegetarian diet in an omnivorous society.

Consumer adoption of plant-based meat substitutes: A network of social practices

This research aimed to understand the consumption practices of plant-based meat substitutes (PBMS). Semi-structured in-depth interviews were conducted with consumers and Social Practice Theory (SPT) was adopted as the theoretical framework to explore emerging themes relating to consumer practices. Findings indicate that consumers engage in a number of related practices that include the acquisition, preparation, and consumption of PBMS which were embedded within a larger network of practices that included storage, substitution, and food safety, as well as broader meat-based, meat-free, plant-based, and social and cultural practices. This paper highlights the importance of social and cultural structures in facilitating product awareness, and meaning and skill development in the context of dietary and behavioural change. Implications for research, marketing, and policymaking practices are discussed with regard to the marketing of plant-based meat substitutes as well as shifting consumer behaviour.

Can Multiple Attributes of Vegan Restaurants Affect the Behavioral Intentions by Customer Psychological Factors?

Over the past decade, there has been an increased interest in veganism in several nations across the world. In 2021, there were around 79 million vegans. While veganism is growing, it still covers only 1% of the global population. But if the diet keeps its steady growth rate, it's predicted to increase to one in 10 people within the next 10 years. However, in addition to the traditional, though poorly studied, multiple attributes ascribed to vegan restaurants, there may be other factors influencing the approach intentions of vegan restaurant customers. Within this context, this study investigated the psychological resilience associated with customer engagement (identification, enthusiasm, attention, absorption, and interaction) with the vegan movement for Korean vegan customers. The analysis was conducted using SPSS 22.0 and AMOS 22.0. The results revealed that numerous attributes ascribed to vegan restaurants positively affected customer engagement, especially identification, and strongly influenced psychological resilience as well. However, the identification customer engagement factor did not significantly affect the approach intentions of vegan restaurant customers. The study results suggested that when eliciting customer engagement to increase approach intentions toward vegan restaurants, it is necessary to emphasize customer psychological resilience, enthusiasm, attention, absorption, and interaction. This study contributes to food and consumer behavior literature on the approach intentions toward vegan restaurants.

Vegan food geographies and the rise of Big Veganism

Veganism is the subject of an increasingly diverse body of social scientific research, yet it remains relatively understudied in geography. Meanwhile, contemporary cultural commentaries note how veganism has gone mainstream, with critics warning of veganism's corporate nature - expressed in the rise of what we term 'Big Veganism'. We argue that food geographers are well placed to examine these trends. We first review vegan studies work beyond geography that examines and critiques the mainstreaming of veganism. We focus on literature that explores multiple contested modes of veganism, veganism as praxis in place and the rise of corporate veganism as useful foundations for geographers to build on, particularly in light of currently unfolding developments in vegan cultures and practice. Taking this work forward, we identify four conceptual traditions from research in food geographies - following foodways, alternative food networks and the cultural and material politics of eating - to develop a 'vegan food geographies' programme that aims to advance critical geographic work on veganism and the emerging implications of its contemporary mainstreaming.

The taste of compassion: Influencing meat attitudes with interhuman and interspecies moral appeals

Consumers of meat products are generally shielded from the moral dissonance associated with the killing of livestock. Nonetheless, consumers increasingly look for ways to reduce or avoid meat in their diets due to concerns about individual health and the harmful global impacts of meat production. Campaigns that promote plant-based diets seek to facilitate such efforts by appealing to consumers' compassion, but the effects of such moral appeals on immediate food choice have not been studied. The literature on the psychology of meat consumption, its gendered associations in western cultural contexts are reviewed, and a compassion appraisal model for ethical food choice is tested. In a longitudinal restaurant field study and three laboratory experiments, the effects of interhuman as well as interspecies compassion appeals on meat-containing vs. meatless food choices are investigated. Compassion mediates ethical food choices, but is moderated by denial of the harmful consequences of meat production. Threats to masculinity that are often associated with meat advertising increase men's likelihood to choose meat instead of a vegetarian option. Overall, results indicate that men are less amenable to reduce their meat consumption and that they evaluate vegetarian options as less palatable when exposed to compassion appeals. These effects were opposite for women. Implications for meatless food products and for consumer well-being are discussed.

Veganism, Moral Motivation and False Consciousness

Despite the strength of arguments for veganism in the animal rights literature, alongside environmental and other anthropocentric concerns posed by industrialised animal agriculture, veganism remains only a minority standpoint. In this paper, I explore the moral motivational problem of veganism from the perspectives of moral psychology and political false consciousness. I argue that a novel interpretation of the post-Marxist notion of political false consciousness may help to make sense of the widespread refusal to shift towards veganism. Specifically, the notion of false consciousness fills some explanatory gaps left by the moral psychological notion of akrasia, often understood to refer to a weakness of will. Central to my approach is the idea that animal exploitation is largely systemic and the assumption that moral motivation is inseparable from moral thinking. In this light, the primary obstacle to the adoption of veganism arises not so much from a failure to put genuine beliefs into action, but rather in a shared, distorted way of thinking about animals. Thus, common unreflective objections to veganism may be said to be manifestations of false consciousness.

The Vegan Food Experience: Searching for Happiness in the Norwegian Foodscape

The purpose of this study was to go beyond an oversimplified representation of the vegan food experience and approach the investigation of such experience, in particular of happiness deriving from food choices, including factors at the macro and micro level. Broadening the concept of foodscape to emphasize the experiential aspect of food, this study explored how the vegan food experience can be described as a situated story about vegans searching for hedonic and eudaimonic well-being. Veganism in a Norwegian context was investigated through analysis of various secondary and primary data sources, including newspapers, social media, websites, interviews, and observation. The findings suggested that the story framing the vegan food experience is characterized by a fundamental lack of interest and knowledge about plant-based food and veganism at the macro level. At the micro level, the story concerns vegans experiencing sensuous gratification, enjoyment, conviviality, and meaningfulness in limited groups, but also isolation and frustration. This study contributes to an approach to vegan food experiences that takes into consideration contextual factors, as well as relevant well-being related emotions at the individual level. From a practical point of view, this study provides an opportunity, in particular for government bodies, to improve information about the potential benefits and challenges of plant-based diets and confront possible discriminatory attitudes towards vegans.

The Dietary Behaviors of Participants in UK-Based Meat Reduction and Vegan Campaigns - A Longitudinal, Mixed-Methods Study

Meat reduction, vegetarianism, and veganism have greatly increased in popularity during the 21st century, particularly in the United Kingdom. Yet, little is known about the process of reducing or abstaining. Through the use of focus groups and a longitudinal, web-based survey delivered over a twelve-month period, this project provides insights into the reported dietary habits and trends of participants in UK-based meat reduction and vegan campaigns (n = 1539). Drawing on Michie, Atkins, and West (2014)'s Behavior Change Wheel to better understand the process of dietary transition, findings reveal key opportunities for policymakers and non-profit organizations to better understand and support the process of dietary change. Reported planned dietary changes suggest a tendency for gradual transitions, with planned and achieved changes generally reflecting proposed reduction and abstention hierarchies. Planned reductions were most likely to include red meat and least likely to include seafood or eggs, while seafood abstention was more common than that of dairy or eggs. Those seeking to abstain from the consumption of some or all animal-derived foods were the most likely to report meeting their anticipated dietary changes, while meat reducers were generally unlikely to indicate that they were achieving planned reductions.

Going Vegan: The Role(s) of ICT in Vegan Practice Transformation

With the debate on climate change, topics of diet change and the reduction of animal products have become increasingly important in both public and academic discourses. However, sustainable ICT studies have so far focused on individual aspects, in particular investigating the criticized persuasive design approach. We argue for a broader perspective on the role(s) of ICT, one that helps in identifying opportunities to support consumer practice transformation, beyond motivational aspects. Based on retrospective interviews with 16 vegans, we argue to understand practice transformation as co-evolution of practices and ICT artefacts, as this perspective helps to understand how tensions arising from complex entanglements of practices, socio-material contexts, and communities can be resolved. Rather than a motivational process, we observe various roles of ICT artefacts co-evolving with practices: Ranging from initial irritation, to access to information about vegan practices, to the learning of vegan food literacy, to the negotiation of a vegan identity, and vegan norms at the intersection of the ‘odd’ and the ‘norm’.

A social identity needs perspective to Veg*nism: Associations between perceived discrimination and well-being among Veg*ns in Turkey

We examined the associations between perceived discrimination, social identity need satisfaction, and well-being among a sample of vegetarians and vegans (veg*ns) in Turkey. Drawing on the Rejection Identification Model, Motivated Identity Construction Theory, and the Social Cure approach, we tested whether perceived discrimination was related to the satisfaction of esteem, meaning, belonging, efficacy, distinctiveness, and continuity needs derived from veg*n group membership and whether the satisfaction of these needs, in turn, was associated with psychological well-being and self-esteem. A total of 350 veg*ns living in Turkey participated in an online study and completed measures of perceived discrimination based on veg*n group membership, veg*n identity need satisfaction, psychological well-being, and global level self-esteem. As expected, perceived discrimination was prevalent among Turkish veg*ns (more so among vegans) and was strongly associated with the greater satisfaction of all identity needs. In turn, the satisfaction of efficacy and continuity needs was related to greater well-being, showing an indirect association between perceived discrimination and well-being. Findings also showed that the satisfaction of the esteem need predicted (less strongly) lower levels of psychological well-being and self-esteem, indicating only some aspects of need satisfaction through veg*n identities to have positive implications for well-being. Findings are discussed in terms of the relevant socio-cultural environment, social identity theories, and stigmatization in the context of veg*n group membership.

Institutional resistance to veganism: Constructing vegan bodies as deviant in medical encounters in Estonia

This article examines institutional resistance to veganism, with a focus on the medical system. Based on a qualitative analysis of vegans' accounts of medical encounters in Estonia, collected via an online questionnaire, I argue that the vegan body is socially constructed as a deviant entity by medical professionals. I suggest that the medical professionals' perceptions of vegans are based less on the actual conditions of their bodies but more on ideas about what are socially and politically acceptable identities and (bodily) practices. Deviance is produced through association with the uneasy category of 'vegan'. The experiences of vegans in the medical system illuminate the role of powerful social institutions in resisting transition towards more ethical and ecologically sustainable food practices and in endorsing human exploitation of other animals.

Portraits of Veganism: A Comparative Discourse Analysis of a Second-Order Subculture

Veganism has enjoyed increasing popularity and more sustained scholarly attention during the past several years. Using insights from cultural theory, this study conducts a qualitative discourse analysis of two vegan-promoting documentary films: Forks over Knives (2011) and Vegucated (2010). Each of these popular vegan-promoting films renders a different portrait of vegans and advances distinct motivations for the adoption of a vegan lifestyle. Forks over Knives promotes health veganism rooted in scientific arguments about the dietary benefits of veganism. By contrast, Vegucated promotes holistic veganism that, while encompassing personal health benefits, also promotes animal rights advocacy and environmental consciousness. These competing portrayals reveal an important fissure line within veganism, one that may have implications for the growth of this movement. Veganism is a distinctive second-order subculture situated within the broader vegetarian subculture. However, veganism maintains cultural relevance by drawing on quintessentially American discourses of individualism, science, healthy living, and environmental awareness.

Understanding snacking through a practice theory lens

This article approaches snacking from a practice theory perspective in order to understand how this reframing may afford new insights. In doing so it also contributes to sociological thinking on eating practices and their reproduction as well as reflecting upon the ontological assertions of practice theory and its theory of social change. In particular this article argues that the re-conceptualisation serves to clarify a sociological research agenda for eating practices associated with snacking. It is argued that setting snacking within routine temporalities and spatialities and as bound up in the recursivity between practices and relations is especially important for thinking about snacking sociologically. In common with applications of practice theory in the field of sustainability transitions the aim is to move beyond individualistic assumptions of behaviour change and instead situate snacking as an eating practice with health implications that has emerged within the social, temporal, economic and cultural organisation of everyday life.