Master thesis

Veganism Motivations and obstacles

Author: Rita Coelho Supervisor: Giangiacomo Bravo Examiner: Mike Farjam Term: VT19 Subject: Applied Social Analysis Level: Master Course code: 5SO530

Abstract The interest in vegetarianism and veganism is increasing and the dietary option of abstaining from animal food products is currently a widely discussed and social relevant issue.

The present study aims to provide a quantitative overview of the vegan diet, particularly the sociological aspects related to adoption, maintenance and obstacles connected with this diet.

A web-based survey was conducted on facebook groups related to vegetarianism and veganism. 8531 participants (86.3% females) answered the survey, from those 6761 were vegan. Moral/ethical, animal and environmental protection, and health benefits seem to be the main reasons to adopt a vegan diet. Furthermore, demographic factors seem to have an effect on both the adoption and maintenance of a vegan diet. Younger participants appear to put more relevance on ethical/moral reasons, environmental and animal protection for adopting and maintaining a vegan diet. Living in a vegan household suggests less perceived difficulties and obstacles to the maintenance of a vegan diet and highers the relevance of moral/ethical reasons, environmental and animal protections as main motivations for a vegan diet. Also, being a female seems to higher health benefits as a source of inspiration to start a vegan diet but it also seems to increase the perceived difficulties.

Key words Veganism; vegetarianism; obstacles; motivations; quantitative study

Acknowledgments

I would like to thank my supervisor Giangiacomo Bravo for his constructive comments and wise guidance during this research project, many times I benefited from his knowledge, experience and advice. I also extend my thanks to all study participants for their contribution and motivational words. Last but not least, I want to thank Nuno for being an eternal source of support and unconditional love… what I accomplished today would never be possible without you.

Falköping, August 17th 2019

Table of contents 1 Introduction 1 1.1 Glossary 1 2 Background 2 3 Previous Research and literature review 2 3.1 Motivations for choosing a vegetarian or a vegan diet 3 3.2 Barriers to the adoption and maintenance of vegetarian and vegan diets 4 3.2.1 Identity 5 3.2.2 Masculinity 5 3.2.3 Stigma 6 3.3 Social support 6 4 Aim and research questions 8 5 Methodology 8 5.1 Research Design 8 5.2 Sample 9 5.3 Procedure 10 6 Results 10 6.1 Tools 10 6.2 Demographics 10 6.3 Descriptive Statistics 13 6.4 Partial Component Analysis 19 6.5 Factors promoting and hindering a vegan diet 21 6.6 Textual Analysis 32 7 Discussion 33 8 References 39

Appendices Appendix 1 - Survey

1 Introduction The interest in vegetarianism and veganism has been growing in the last decade, and the dietary option of abstaining from animal food products is currently a widely discussed and social relevant issue (Christopher, Bartkowski, & Haverda, 2018; Pendergrast, 2016).

Vegetarianism and veganism seem to be not only a dietary choice but also elements of a growing social movement regarding animal welfare, animal rights, sustainability and personal health with correlated growing body of research investigating individual differences, attitudes, health status and disease prevention (Appleby & Key, 2016; Christopher et al., 2018; Leite, Dhont, & Hodson, 2019).

1.1 Glossary

In the present study the following diet definitions are considered:

Vegetarian / ovo-lacto-vegetarian - “a person who does not eat meat: someone whose diet consists wholly of vegetables, fruits, grains, nuts, and sometimes eggs or dairy products” (Ovo-lacto vegetarian, n.d.; Vegetarian, n.d.);

Ovo-vegetarian - a vegetarian whose diet includes eggs, vegetables, fruits, grains, and nuts;

Lacto-vegetarian - a vegetarian whose diet includes dairy products, vegetables, fruits, grains, and nuts;

Vegan - “a strict vegetarian who consumes no food (such as meat, eggs, or dairy products) that comes from animals” (Vegan, n.d.);

Omnivorous - “feeding on both animal and vegetable substances” (Omnivorous, n.d.);

Pescetarian - “one whose diet includes fish but no other meat” (Pescetarian, n.d.).

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2 Background

Individuals following vegetarian and vegan dietary options are still a minority in most of the world cultures however those numbers are increasing in the past years. For instance, in Germany the plant based food market is rising between 20% and 43% a year, and in the last 10 years the number of people identifying as vegan increased 350% (Castricano & Simonsen, 2016; Ipsos MORI, 2016; Kerschke-Risch, 2015; Ruby, Heine, Kamble, Cheng, & Waddar, 2013; Sijm, Exel, & Treur, 2019; Strecker, 2016). In the U.S. about 3,4% of the adults consider to follow a vegetarian diet, with half of them following a vegan diet (Herzog, 2015; Mangels, 2018; Stahler, 2015). In the U.K., the estimates point out that 1,16% of the population, around 600 000 persons, follows a vegan diet (Vegan Society, 2018). In Germany, surveys point out that between 4.3% and 10% of the population follows a vegetarian diet, and 1,5% a vegan (Kerschke-Risch, 2015; Mensink, Barbosa, & Brettschneider, 2016; Pfeiler & Egloff, 2018; Strecker, 2016). Accordingly, a report from an animal rights organization in Sweden (Djuren Rätt) indicates that 6% of Swedes consider themselves vegetarians and 4% vegan (Molly, 2014). In addition, researchers estimate that 6% to 10% of the worldwide population follows a vegetarian diet and that 2% to 6% follow a vegan diet (Leahy, Lyons, & Tol, 2010).

The increasing interest on a vegan diet is not only visible in the increasing amount of vegan friendly products available on regular supermarkets (Strecker, 2016), as it is on crescent amount of news about the topic and also on the rising numbers of participants in campaigns such as the veganuary. The veganuary is an initiative were participants enroll and commit to eat only vegan for a month, during January. Between 2017 and 2018, there was a rise of 183%, from 59 500 participants to 168 500. According to the Vegan Society (U.K.), in 2018, 79 000 participants were omnivorous, 60 500 vegetarian or pescetarian and 28 645 vegan in their regular diets. 84% of the participants identify themselves as females and 14% as males and the most pointed out reasons to join the initiative were related with animal welfare and health concerns (Veganuary, 2018).

3 Previous Research and literature review A 2015 German study, with 852 vegan participants, mean age 31 years old, with women representing 79,6% (n=679) of the respondents. Additionally, 74.3% of the participants indicated that they were previously vegetarian and 21,3% mentioned that they passed from a previously omnivorous diet directly to a vegan one. Around 52% of the respondents reported maintaining a vegan diet between 1 to 5 years and 12% for over 5 years. Moreover,

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reports on factory farming, climate protection and health seem to be the main motives for adopting and maintaining a vegan diet. In addition, 88.9 % of the respondents consider that is easier to maintain a vegan diet today than in the past (Kerschke-Risch, 2015). A population-based study in a representative sample of British Columbia adults concluded that vegetarians were more likely to be females, single, tendend to be younger, more physically active and more “health conscious” than meat eaters (Bedford & Barr, 2005).

3.1 Motivations for choosing a vegetarian or a vegan diet

Previous research showed that individuals choose to follow a vegan diet for three main reasons: health, environment and ethics or some combination of these motivations (Dyett et al., 2013; Fox & Ward, 2008; Izmirli & Phillips, 2011; Janssen, Busch, Rödiger, & Hamm, 2016; Kerschke-Risch, 2015; Rosenfeld, 2018). Fox and Ward (2008) conducted an etnographic research with international participants and concluded that health, ethics and environment were the main motivations for becoming vegetarian.

Health reasons were mentioned by some researchers as the most central cause for choosing a vegan diet and even among the general population vegetarian diets can be perceived as healthy (Corrin & Papadopoulos, 2016; Dyett et al., 2013; Izmirli & Phillips, 2011). In a 2011 study among the student population from 11 countries, with a sample of 3433 participants the researchers concluded that 47,4% avoided certain meats, while 3,9% were vegetarians and 0,4% vegans. The main reason presented for avoiding meat was health (40,1%) followed by environmental reasons (38,1%). When considering just the vegetarian participants health reasons increase to 78% (Izmirli & Phillips, 2011).

Indeed vegetarian and vegan diets are usually associated with many health benefits. A systematic review with meta-analysis of 108 observational studies, involving over 130,000 vegetarians and 15,000 vegans, concluded that there is a statistically significant protective effect of vegetarian and vegan diets when related with the incidence/mortality from ischemic heart disease and cancer. Moreover, individuals following a plant-based diet present significantly lower levels of body mass index, total cholesterol, LDL cholesterol, triglycerides, blood glucose, and incidence of vascular disease (Appleby & Key, 2016; Appleby, Thorogood, Mann, & Key, 1999; Craig, 2009; Dinu, Abbate, Gensini, Casini, & Sofi, 2017; Kahleova, Levin, & Barnard, 2017, 2018; Le & Sabaté, 2014; Leitzmann, 2014).

When comparing vegan to vegetarian diets, vegans tend to have lower cholesterol, lower blood pressure and be thinner (Craig, 2009). In addition, some researchers suggest that vegan diets may have a beneficial role as a

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functional nutrition therapy in the treatment of metabolic syndrome related conditions, such as obesity, cardiovascular diseases and diabetes and might serve as protection factor against inflammatory conditions, such as rheumatoid arthritis (Barnard et al., 2006; Glick-Bauer & Yeh, 2014; Kahleova et al., 2017; Kahleova, Fleeman, Hlozkova, Holubkov, & Barnard, 2018; Le & Sabaté, 2014; Tomova et al., 2019).

Equally, environmental reasons are also referred as major motives both to adopt and maintain a vegan diet. Veganism is considered to be one of the most sustainable dietary options when considering greenhouse gas emissions, land, and water use (Aleksandrowicz, Green, Joy, Smith, & Haines, 2016; Perignon, Vieux, Soler, Masset, & Darmon, 2017; Springmann, Godfray, Rayner, & Scarborough, 2016; Springmann, Wiebe, Mason-D'Croz, Sulser, Rayner, & Scarborough, 2018). When compared to omnivorous diets plant- based diets can reduce food related greenhouse gas emissions by 29%-70% (Springmann et al., 2016).

Among the ethical and moral reasons for following a vegan diet are the avoidance of animal suffering, the respect for animal rights and the idea that humans no longer need to sustain their nutrition by eating other animals (Cherry, 2006, 2015; Ruby, 2012). In a study aiming to explore the relation between morality and diet choice, the authors suggest that vegetarians are more concerned with animal welfare, donate more to animal-oriented charities than meat eaters (De Backer & Hudders, 2015). In fact, on 2014 study, in Germany, 89.7% of the 329 vegan respondents mentioned animal- related motives as a motivation for adopting a vegan diet (Janssen et al., 2016).

3.2 Barriers to the adoption and maintenance of vegetarian and vegan diets

Dietary choices are components of ones’ identity, food and food consumption are means of socialization and social interaction (Asher & Cherry, 2015; Brewer & Hewstone, 2004; Sobal & Bisogni, 2009). Social support seems to be crucial not only to initiate but also to maintain a vegan diet (Asher & Cherry, 2015; Cherry, 2006).

The prevalent mainstream eating behaviour is to be omnivorous and when changing that pattern individuals are diverging from the norm with implications to their own identity. Eating meat is seen as a normative, positive behaviour and deeply rooted in various cultures (Leroy & Praet, 2015). Food has a central significance in social life, when ones food choices diverge from the norm gatherings and social events can become a problem

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and the refusal to eat some food groups can create tensions that will in turn generate feelings of not belonging and isolation (Asher & Cherry, 2015; Jabs, Sobal, & Devine, 2000). In fact the lack of social support, especially from close friends and family members, has been suggested to be a main factor for giving up eating a vegetarian diet (Ruby, 2012). To prevent social isolation, stereotyping and calling attention to themselves some individuals consider making exceptions and consume some types of animal foods in family and friends gatherings (Jabs et al., 2000). The deviance from the omnivorous normative eating pattern and the possible associated stigma is pointed out as a main barrier to the maintenance of vegetarians and vegan diets (Markowski & Roxburgh, 2019).

Likewise, Pohjolainen, Vinnari and Peka (2015) explored the perceived barriers of Finnish consumers to the adoption of plant-based diets. The researchers found different types of factors that are perceived as barriers on the adoption of plant based diets, e.g. enjoyment in eating meat, eating routines, eating habits and socialization, health conceptions and difficulties in preparing plant-based meals. In like manner, a 2017 review study suggests that enjoyment in eating meat, convenience and lack of information are perceived as the main barriers to adopt and maintain a vegetarian/vegan diet (Corrin & Papadopoulos, 2017).

3.2.1 Identity

Veganism is considered not only a diet but also a lifestyle choice, philosophy or a social movement. This broader conceptualization of veganism, that grows above the food choices to the animal rights and sustainability concepts, also becomes part of ones’ identity and personal values (Appleby & Key, 2016; Christopher et al., 2018; de Boer, Schösler, & Aiking, 2017; Greenebaum, 2012; Leite, Dhont, & Hodson, 2019; Wescombe, 2019).

However, not all vegans abide by the same values and norms, those are generally connected with the motives that lead to the choice of veganism, eg. health, ethical. While health vegans might only avoid the consumption of animal derived food products, ethical vegans also avoid leather, wool, silk or other animal derived items (Greenebaum, 2012). Ultimately, the desire to maintain this vegan or vegetarian identity can become a strong and meaningful motivation in itself (Plante, Rosenfeld, Plante, & Reysen, 2019).

3.2.2 Masculinity

Healthy eating is usually perceived as a feminin behaviour and women are more often vegetarian than men (Graça, Oliveira, & Calheiros, 2015; Pfeiler

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& Egloff, 2018). According to the prevalent social norms men and women are expected to make different food choices, vegetarian food has often been associated with femininity, weakness and lower status. On the other hand, eating meat has long been perceived as a symbol of strength and virility. Thomas (2016) conducted 4 studies on the effects of diet in gender perception and concluded that vegetarian men are seen as less masculine than omnivorous men, while vegan are perceived as less masculine than vegetarian. Thus when men decide to abstain from eating meat that can be interpreted as an opposition from the prevailing hegemonic masculinity model (Greenbaum & Dexter, 2018; Pfeiler & Egloff, 2018; Prättälä et al., 2006; Rothgerber, 2013; Sobal, 2005; Turner, Ferguson, Craig, Jeffries, & Beaton, 2013).

3.2.3 Stigma

In the last couple of years, the concept of veganism evolved from unknown and ambiguous to a more present concept in the mainstream culture, for example, in the form of advertisement, news, lifestyle reports and in the growth on the range supermarket items (Wescombe, 2019). However, despite the growth in the last years is still generally viewed as a non-normative behaviour with some degree of associated stigma (Asher & Cherry, 2015; Jabs et al, 2000).

Vegans can be perceived as self righteous, arrogant, activists or boring (Cole & Morgan, 2011; MacInnis & Hodson, 2017; Smart, 2004). Indeed hassles and social stigma were found among the reasons to go back to an omnivorous diet or for the individual to isolate himself from the surrounding physical community. In the UK, newspapers illustrate vegans as ridiculous, pleasure-free, hypersensitive, or hostile (Cole & Morgan, 2011). Also, in the United States of America television shows represent vegans as weirdos, deviant or bizarre especially in allusion to men (Brady & Ventresca, 2014).

All deviances from the norm are potential sources of stigma and when the physical social environment does not provide like-minded individuals, virtual groups can be a source of social support and socialization.

3.3 Social support

Previous research suggests that social networks play a crucial role in the maintenance of a vegan identity (Cherry, 2006), and that having vegetarian or vegan friends seems to have a positive impact on ones’ choice to consume vegetarian food products (Lea & Worsley, 2001).

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Social Network Sites are web-based services that allow individuals to create profiles - public or semi-public - define a list of other users with whom they want to connect, create content and see content from other users, collaborate and communicate with other individuals or groups (Boyd & Ellison, 2007). Facebook is the biggest and most widely accessed social network site, founded in 2004, with an average of 2.3 billion monthly active users as of the second half of 2018 (Duggan, Ellison, Lampe, Lenhart, & Madden, 2015; Statista, 2019). Several studies underlined the relevance of social network sites on social support, being the social support and information sharing the main reasons for individuals to use social network sites (Kim, Sohn, & Choi, 2011; Li, Chen, & Popiel, 2015).

Hereof, in a study with 306 athletes 65% reported using social media for nutrition purposes, such as recipes and other practical information (Bourke, Baker, & Braakhuis, 2018). Also, a survey and focus groups in the context of environmental responsible behaviours suggested that participation in an online community of like-minded users motivated individuals to be more engaged and learn more about the topic (Robelia, Greenhow, & Burton, 2011).

In addition, previous research also suggest that online social networks can be a source of influence and might help to change behaviours (Maher, Lewis, Ferrar, Marshall, De Bourdeaudhuij, & Vandelanotte, 2014; Sijm et al., 2019; Vaterlaus, Patten, Roche, & Young, 2015). A systematic review regarding the effectiveness of online social networks as tools for health behavior interventions, found that in 9 out of 10 experiments there was a significant improvement in health behaviours due to the influence of social networks (Maher et al, 2014).

Also, research with a focus on health communication and social media suggest that online communities can be a source of peer support and increased social interactions (Chung et al., 2017; Zhang & Sang, 2013)

Similarly, an exploratory study focused on the potential relation between social media use, exercise and diet in young adults found that food choices were influenced by social media in 38% of the participants (Vaterlaus et al., 2015). Sijm and colleagues (2019) designed a temporal-causal network model based on the principle of social contagion to explore the influence of social media and vegan social media influencers on the rise of veganism and the authors postulate that there is a possible influence and that might be one of the factors influencing the rise of veganism in the last years.

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Nonetheless, there is limited research focusing on sociological aspects of adoption and maintenance of vegan diets, as well as studies with a large number of participants native to various world countries.

4 Aim and research questions

The purpose of this study is to provide a quantitative overview of the vegan diet, particularly the sociological aspects related with adoption, maintenance and obstacles connected to this diet.

RQ1: How do demographic factors such as age, gender and education affect the adoption and maintenance of a vegan diet? RQ2: What are the main reasons to adopt a vegan diet? RQ3: What are the main reasons to maintain a vegan diet? RQ4: Is there a relationship between the maintenance of a vegan diet and social support?

5 Methodology

In the present research, a quantitative methodology was chosen since the purpose of this study is to investigate the motives, maintenance and obstacles of a vegan diet from a large amount of respondents. Additionally, it is considered that quantitative research provides an objective and broader view on a social reality, allowing the researcher to make generalizations (Bryman, Bell, Mills & Yue, 2011)

5.1 Research Design

Data was collected by conducting a survey, with a questionnaire format. Collecting data through questionnaires allows the researcher to collect quantitative data and search for patterns and connections between variables, as it is the purpose of the present study (Bryman, 2011).

Questionnaires present advantages and disadvantages as data collection methods. The main advantages are that questionnaires are low cost, time efficient, allow large data collections, decrease of biasing errors and ensures anonymity and allows the participant to answer in his/her own timing. However, there is no opportunity to ask follow up questions and to clarify possible doubts when the participants are answering the questions (Bryman, 2011; Frankfort-Nachmias & Nachmias, 2008).

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The questionnaire was designed taking into account previous studies, introduced on the theoretical framework chapter. In order to answer the research questions, and after a filter question, the questionnaire was divided into three major sections: (1) questions concerning vegan diets, (2) questions concerning vegetarian diets, (3) demographic questions. The third part includes questions about gender, age, level of education, nationality and country of residence. The first part is designed with a focus on the reasons for adoption and maintenance of vegan diets and its relation with social support. Finally, the second part is designed to investigate possible reasons for stopping having a vegan diet. Two open questions exist both in the first and the second part with the aim of deepening the understanding of the participants personal experience related with their dietary options. The questionnaire is standardized which means that all the respondents received the same questionnaire, in english, independently of their language.

Before launching the questionnaire, a pilot study was conducted to ensure that the same was running properly and that the respondents understand and interpret the questions in an accurate manner.

The link to the questionnaire was posted on Facebook groups related with the topics vegetarianism, veganism and plant-based diet. Facebook was chosen due to its wide popularity and usage, and also because it allows the creation of thematic groups communities, where it is easier to find participants under a topic of study, in this case, individuals following a vegetarian and vegan diet or with some interest in it.

Online surveys present advantages, such as access to individuals in distant locations, cost effectiveness and faster access to large amounts of already automated data. However, they also present some disadvantages such as, doubts about the accuracy of the provided data, potential differences between internet users and the general population (Wright, 2005). Notwithstanding, online survey seems to be the method that best suits the purpose of the present study.

5.2 Sample

This study uses a non-randomized, convenience sample.

Participants inclusion criteria were age over 18 years old and that the participant identify himself/herself as a vegan or vegetarian. Furthermore, the participant needed to have access to a computer/tablet or smartphone and to fully understand English. This sample strategy aims to find participants that either follow or had followed in the past a vegetarian or vegan diet, or are somehow interested in the topic. With this method we do not expect to gain access to participants that are not concerned with our research topic.

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5.3 Procedure

The invitation to participate in the survey was posted in closed facebook groups. The groups had as a topic that included vegan and/or vegetarian, e.g. veganer i sverige. Previous permission to conduct the survey will be asked to the group administrator and a short description of the study was added to the request. This procedure sought to ensure that the survey posting didn’t go against the group internal rules and to avoid that the same could be treated as an unwanted post, or considered offensive or “spam” (Andrews, Nonnecke, & Preece, 2003; Wright, 2005)

After granted permission, the link to the questionnaire was published in several groups, between the 2nd September and 23rd October 2018. Additionally, it was also possible for the group members share the link in their own profiles or in other facebook groups. Though, it is not certain how many individuals have seen the post/link to the study.

6 Results In this section we will first present an overview of the tools used and data. Followed by demographics, descriptive statistics, models, principal component analysis and textual analysis.

6.1 Tools

The questionnaire was designed via Google Forms. Empirical data analysis was done with SPSS version 24. Analysis of the data from the open questions was conducted in the open source software R (R Core Team, 2019), with the use of R’s base packages and tm package (Feinerer, 2018).

6.2 Demographics

The final sample size was of 8531 respondents. Female represented the largest portion of the participants (86.3%, n=7359). Our sample is distributed along the following age groups: 26.3% (18-24); 34% (25-34); 25.2% (35-49); 12.5% (50-64) and 1.9% (more than 65).

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Gender

Female Male Total

Age categories 18-24 Count 1982 219 2201

% within gender 27% 20.4% 26.1%

25-34 Count 2477 376 2853

% within gender 33.7% 35.1% 33.9%

35-49 Count 1832 311 2143

% within gender 24.9% 29% 25.5%

50-64 Count 919 146 1065

% within gender 12.5% 13.6% 12.6%

>65 Count 138 20 158

% within gender 1.9% 1.9% 1.9%

Total Count 7348 1072 8420

% within gender 100% 100% 100% Table 1 - Participants by age group and gender (Missing cases: 1.3% (n=111)

Data was collected from facebook users with participants nationals from 118 world countries. The countries with higher rate of nationals participating where USA (32.7%, n=2840), UK (16.1%, n=1399), Portugal (6.9 %, n=596), Canada (6%, n=522), Sweden (5.8 %, n=508) and Australia (5.6 %, n=483) (Figure 1).

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Figure 1 - Birth country

When related with the current country of residence of the participants USA (35.7%, n=3098), UK (17.8%, n=1547), Portugal (6.4 %, n=557), Sweden (6.3 %, n=550), Canada (6.2%, n=536) and Australia (6 %, n=522) were the countries where the highest number of participants currently live (Figure 2).

Figure 2 - Current residency country

In like manner, the participants were also asked about their educational level. The results point out that 95.8% (n= 8172) of the total participants have 12 years of study or more (Table 2).

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Frequency Percent

No formal education 34 .4

Other 157 1.8

Basic education (9 years of studies) 168 2

PhD level 342 4

Professional/technical studies 574 6.7

Secondary education (12 years of studies) 1317 15.4

I am studying/have a master degree (> 15 years of study) 2133 25

I am studying/have an undergraduate degree (13 - 15 years of 3806 44.6 study)

Total 8531 100 Table 2 - What is your level of education?

6.3 Descriptive Statistics

The first question was about the best description of the participants diet and was created as a filter question, those who answered “I usually eat animal food products” or “I do not eat fish and meat but I eat dairy and/or eggs” passed to a more specific question about the current diet and if they have had a vegan diet in the past. Those who answered “I usually do not eat animal food products” were considered having a vegan diet and continued through the questionnaire.

Overall, 95.3% of the participants stated not eating fish or meat; 16% mentioning having a ovo//acto/vegetarian and 79.3% a vegan diet (Table 3).

Frequency Percent

I do not eat fish and meat but I eat dairy and/or eggs 1367 16

I usually do not eat animal food products 6761 79.3

I usually eat animal food products 403 4.7

Total 8531 100 Table 3 - What best describes your diet

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From the 403 participants that mention eating animal food products, 182 (45.2%) mention that they had a vegan diet in the past.

A total of 1367 participants mention that they do not eat meat but eat other animal food products. When asked to specify their current diet, 50.5% (n= 692) mention having an ovo-lacto-vegetarian diet, 16.9% (n= 231) a lacto- vegetarian diet, 15.9% (n= 217) an ovo-vegetarian diet and 11.5% (n= 157) a pescetarian diet.

From those 1367 participants 523 (38.3%) mentioned that they had a vegan diet in the past.

For the participants that mention having a vegan diet. The next question was: How long have you had a vegan diet? 65% have had a vegan diet for between 6 months and 4 years: 24.4% between 2 and 4 years, 24.2% between 1 and 2 years and 16.4% between 6 months and 1 year (Table 4).

Frequency Percent Cumulative Percent

0 - 3 months 377 5.6 5.6

3 - 6 months 448 6.6 12.2

6 months - 1 year 1107 16.4 28.6

1 - 2 years 1636 24.2 52.8

2 - 4 years 1652 24.4 77.2

4 - 6 years 635 9.4 86.6

6 - 8 years 273 4 90.6

8 - 10 years 180 2.7 93.3

10 - 15 years 208 3.1 96.4

15 - 20 years 98 1.4 97.8

> 20 years 147 2.2 100

Total 6761 100 Table 4 - How long have you had a vegan diet

Next, they were asked what was their previous diet like. Almost half of the participants (47.36%, n= 3203) that presently have a vegan diet transitioned

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from an omnivorous diet and 29.51% (n= 1995) from a ovo-lacto-vegetarian diet (Table 5).

Frequency Percent Cumulative Percent

Omnivorous 3202 47.36 47.36

Ovo-lacto-vegetarian 1995 29.51 76.87

Pescetarian 579 8.56 85.43

Lacto-vegetarian 566 8.37 93.8

Ovo-vegetarian 275 4.07 97.87

Vegetarian 100 1.48 99.35

Vegan (since birth/childhood) 12 0.18 99.53

Other 32 0.47 100

Total 6761 100 Table 5 - What was your previous diet

The participants that mention having a vegan diet, were asked about their living situation: What best describes your living situation? 55.3% mention that they lived with non-vegan family members/spouse/partner and 28.1% mentioned that they lived with vegan family members/spouse/partner (Table 6).

Frequency Percent

I am a member of a vegan 621 9.2 household

I live with a vegan 1275 18.9 partner/spouse

I live alone 1122 16.6

I live with non-vegan family 2192 32.4 members

I live with non-vegan 1550 22.9 partner/spouse

Total 6761 100 Table 6 - What best describes your living situation?

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In order to analyze the motivational sources to start having a vegan diet, a set of 9 motivation factors, that derived from previous research, was given to the participants, to which they have been able to respond in a 7-point Likert scale format, structured on an disagreement-agreement continuum from strongly disagree to strongly agree. In order to help visualizing the results in the table shown above (Table 7), the statements have been sorted in a descending order regarding their mean scores towards each individual motivation factor.

N Minimum Maximum Mean Std. Deviation

Moral/ethical reasons 6761 1 7 5.57 2.087

Animal protection 6761 1 7 5.47 2.089

Environmental protection 6761 1 7 5.18 2.092

Health benefits 6761 1 7 4.83 2.2

Video/Tv 6761 1 7 4.41 2.33 Program/Documentary

Book/Article 6761 1 7 3.89 2.271

Friends 6761 1 7 2.13 1.84

Family members 6761 1 7 1.75 1.63

Health Counselor 6761 1 7 1.45 1.251

Religion 6760 1 7 1.39 1.176 Table 7 - Sources that inspired me in my decision to become vegan (1 - Not important to 7 - Very important).

In order to analyze the motivational factors for the maintenance of having a vegan diet, a set of 5 items, that derived from previous research, was given to the participants, to which they have been able to respond in a 7-point Likert scale format. In order to help visualizing the results in the table shown above (Table 8), the statements have been sorted in a descending order regarding their mean scores towards each individual motivational factor.

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N Minimum Maximum Mean Std. Deviation

Moral/Ethical reasons 6761 1 7 5.89 1.791

Health reasons 6761 1 7 4.81 2.118

Family 6761 1 7 1.78 1.576

Friends 6761 1 7 1.71 1.391

Religious reasons 6761 1 7 1.43 1.286 Table 8 - Main motivation for maintaining a vegan diet (1 - Not important to 7 - Very important).

Next, in order to analyze the major obstacles for having a vegan diet, a set of 4 items, that derived from previous research, was given to the participants, to which they have been able to respond in a 7-point Likert scale format. In order to help visualizing the results in the table shown above (Table 9). The statements have been sorted in a descending order regarding their mean scores towards each individual item.

N Minimum Maximum Mean Std. Deviation

Availability of vegan food 6761 1 7 3.36 2.099 products

Price of vegan food products 6761 1 7 3.12 2.012

Family 6761 1 7 2.32 1.832

Friends 6761 1 7 2.06 1.628 Table 9 - Major obstacle to your diet (1 - Not important to 7 - Very important).

Next, in order to analyze the possible reasons to stop the respondents of having a vegan diet, a set of 6 items, that derived from previous research, was given to the participants, to which they have been able to respond in a 7- point Likert scale format. In order to help visualizing the results in the table shown bellow (Table 10). The statements have been sorted in a descending order regarding their mean scores towards each individual item.

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N Minimum Maximum Mean Std. Deviation

Health 6761 1 7 2.96 2.201

Availability of vegan 6761 1 7 2.39 1.915 food products

Price of vegan food 6761 1 7 2.16 1.718 products

Other 6761 1 7 1.43 1.145

Family 6761 1 7 1.36 0.971

Friends 6761 1 7 1.27 0.796 Table 10 - Which reasons would influence you to stop having a vegan diet (1 - Not important to 7 - Very important).

With the intention to explore possible obstacles and motivations for a vegan diet, a set of 9 sentences was given to the participants, to which they have been able to respond in the form of a 7-point Likert scale. In order to help visualizing the results in the table shown bellow (Table 11), the statements have been sorted in a descending order regarding their mean scores towards each individual phrase.

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N Minimum Maximum Mean Std. Deviation

“It is easier to be vegan today 6761 1 7 6.43 1.046 than a few years ago.”

“Being vegan is part of who I 6761 1 7 5.76 1.682 am/self-identity.”

“It is easier to be vegetarian 6761 1 7 4.83 2.130 than vegan.”

“Belonging to a facebook 6761 1 7 4.53 2.025 “vegan” group helped me maintain a vegan diet.”

“It is hard to go out and eat 6761 1 7 4.00 1.825 with my family/friends.”

“It is expensive to maintain a 6761 1 7 2.79 1.749 vegan diet.”

“It is difficult to maintain a 6761 1 7 2.61 1.741 vegan diet.”

“I can eat non-vegan food in 6761 1 7 2.28 1.984 social settings”

“Vegan food is hard to prepare” 6760 1 7 1.83 1.317 Table 11 - Please indicate your level of agreement with the sentence (1 - Strongly disagree to 7 - Strongly agree).

6.4 Partial Component Analysis

Table 12 - KMO and Barlett’s Test of Sphericity

KMO value shows how much the variance of an item overlaps with the variance of the other items. In Table 12 we can observe the mean for the current items. The value should be > 0,60 for the data to be considered suitable for factor analysis, in this case the KMO = 0.795 which means that the present data is suitable for factor analysis. Additionally, Bartlett's test of sphericity tests if the correlation matrix for the present items might be an

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identity matrix in the population, in this case p is significant (p= 0.000) meaning that the present data is suitable for factor analysis (Table 12)

For the 9 items above the KMO for each item was computed and as for the first item “It is easier to be vegan today than a few years ago.” the value was < 0.5 the value was deleted and not considered for further analysis. For the factor analysis of the other 8 items all of the individual KMO values were > 0.5. The item “Being vegan is part of who I am/self-identity” had a negative loading, so it was reversed (Table 13).

Table 13 – Rotated Component Matrix from Factor Analysis

Two factors were extracted factor 1 was labelled “Perceived difficulties” and explains 33.9 % of the total variance, factor 2 was labelled “No concern about being vegan” and explains 13.8% of the total variance.

Cronbach’s alpha was computed for the items as a measure of homegeneity. For Factor 1 Alpha = .702 . For factor 2 Alpha=.308, meaning that in the factor 2 the items are not interrelated, thus it might be considered as not suitable for further analysis, however in the present analysis we decided to use the factor due to their theoretical relationship.

Index variables were created for Factor 1 and 2.

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6.5 Factors promoting and hindering a vegan diet

Linear regressions were computed to investigate the relationships between the items that were considered important (Mean > 3) by the respondents (Tables 7 – 10), the “Perceived difficulties” and the demographic factors (age, gender, educational level and living situation). Additionally, a multinominal logistic regression was computed to investigate the relationship between diet type (vegetarian, vegan) and the demographic factors (age, gender, and educational level). The demographic variables gender, educational level and living situation were recoded into dummy variables. Educational level was recoded into 3 variables: non-tertiary education, undergraduate level and pos-graduate level. Living situation was recoded into 3 variables: living alone, living in a vegan household (vegan family or partner) and living in a non-vegan household (non-vegan family or partner).

The assumptions of linearity, unusual points and normality of residuals were met. However, a word of caution must be said regarding the over representation of females in the sample. This fact can affect the other main effects in the regression models, that, in this case, may only reflect dynamics among females.

A regression was run to predict “Moral/ethical reasons” as source of inspiration to start a vegan diet from age, gender, educational level and living situation (Table 14).

Table 14 – OLS model for sources of inspiration “Moral/ethical reasons” from gender (ref. Male), living situation (ref. non-vegan household), educational level (ref. non-tertiary education) and age.

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Gender is not statistically significant to the prediction of “Moral/ethical reasons” as source of inspiration. Educational level – postgraduate (reference non-tertiary education) and living situation are positive and statistically significant to the prediction of “Moral/ethical reasons” as source of inspiration. Age is negative and statistically significant to the prediction of “Moral/ethical reasons” as source of inspiration for starting a vegan diet.

A regression was run to predict “Animal protection” as source of inspiration to start a vegan diet from age, gender, educational level and living situation (Table 15).

Table 15 – OLS model for sources of inspiration “Animal protection” from gender (ref. Male), living situation (ref. non-vegan household), educational level (ref. non- tertiary education) and age.

Gender and educational level did not statistically significantly predicted “Animal protection” as a source of inspiration. Age is negative and living situation is positive, and both are statistically significant to the prediction of “Animal Protection” as a source of inspiration to start a vegan diet.

In like manner, a regression was run to predict “Environmental protection” as source of inspiration to start a vegan diet from age, gender, educational level and living situation (Table 16).

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Table 16 – OLS model for sources of inspiration “Environmental protection” from gender (ref. Male), living situation (ref. non-vegan household), educational level (ref. non-tertiary education) and age.

Educational level and gender are not statistically significant to the prediction to “Environmental protection” as a source of inspiration to start a vegan diet. Living situation – Living in a vegan household (reference living in a non- vegan household) is positive and statistically significant to the prediction of “Environment protection”. Age is negative and statistically significant to the prediction of “Environmental protection” as a source of inspiration to start a vegan diet.

A regression was run to predict “Health benefits” as source of inspiration to start a vegan diet from age, gender, educational level and living situation (Table 17).

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Table 17 – OLS model for sources of inspiration “Health benefits” from gender (ref. Male), living situation (ref. non-vegan household), educational level (ref. non- tertiary education) and age.

Educational level, living situation – living in a vegan household and age did not statistically significantly predicted “Health benefits” as a source of inspiration. Gender is positive and living alone (reference living in a non- vegan household) is negative and are statistically significant to the prediction of “Health benefits” as a source of inspiration to start a vegan diet.

A regression was run to predict “Video/Tv Program/Documentary” as source of inspiration to start a vegan diet from age, gender, educational level and living situation (Table 18).

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Table 18 – OLS model for sources of inspiration “Video/Tv Program/Documentary” from gender (ref. Male), living situation (ref. non-vegan household), educational level (ref. non-tertiary education) and age.

Educational level - undergraduate and living situation – living alone are not statistically significant to the prediction of “Video/Tv programs/ Documentaries” as a source of inspiration to start a vegan diet.

Educational level – pos-graduate, living situation – living in a vegan household are positive and age is negative, and all are statistically significant to the prediction of “Video/Tv programs/ Documentaries” as a source of inspiration to start a vegan diet.

Similarly, a regression was run to predict “Moral/ethical reasons” as a motivation for the maintenance of a vegan diet from age, gender, educational level and living situation (Table 19).

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Table 19 - OLS model for motivation “Moral/ethical reasons” from gender (ref. Male), living situation (ref. non-vegan household), educational level (ref. non- tertiary education) and age.

Educational level - undergraduate is not statistically significant to the prediction of “Moral/ethical reasons” as a motivation for the maintenance of a vegan diet.

Educational level – pos-graduate and living situation are positive, age and gender are negative, and statistically significant to the prediction of “Moral/ethical reasons” as a motivation for the maintenance of a vegan diet.

Also, a regression was run to predict “Health reasons” as a motivation for the maintenance of a vegan diet from age, gender, educational level and living situation (Table 20).

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Table 20 – OLS model for motivation “Health reasons” from gender (ref. Male), living situation (ref. non-vegan household), educational level (ref. non-tertiary education) and age.

Educational level – pos-graduate and living situation are not statistically significant to the prediction of “Health reasons” as a motivation for the maintenance of a vegan diet. Educational level – undergraduate is also not statistically significant to the prediction of “Health reasons” as a motivation for the maintenance of a vegan diet, but is very close to the 5% significance threshold.

Age and gender are positive and statistically significant to the prediction “Health reasons” as a motivation for the maintenance of a vegan diet.

Correspondingly, a regression was run to predict “Availability of vegan food products” as an obstacle to the maintenance of a vegan diet from age, gender, educational level and living situation (Table 21).

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Table 21 – OLS model for obstacle “Availability of vegan food products” from gender (ref. Male), living situation (ref. non-vegan household), educational level (ref. non-tertiary education) and age.

Gender did not statistically significantly predicted “Availability of food products ” as an obstacle to the maintenance of vegan diet.

Living situation and age are negative and educational level is positive and all are statistically significant to the prediction of “Availability of food products” as an obstacle to the maintenance of vegan diet.

A regression was run to predict “Price of vegan food products” as an obstacle to the maintenance of a vegan diet from age, gender, educational level and living situation (Table 22).

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Table 22 – OLS model for obstacle “Price of vegan food products” from gender (ref. Male), living situation (ref. non-vegan household), educational level (ref. non- tertiary education) and age.

Educational level and living alone (reference living in a non-vegan household) did not statistically significantly predicted “Price of vegan food products” as an obstacle to the maintenance of vegan diet.

Living in a vegan household (reference living in a non-vegan household) is negative and statistically significant to the prediction of “Price of vegan food products” as an obstacle to the maintenance of vegan diet. Gender is positive and statistically significant to the prediction “Price of vegan food products ” as an obstacle to the maintenance of vegan diet.

With the factors resultant from PCA, “Perceived difficulties” and “No concern about being vegan”, regressions were computed. Models on factors are better than ones on single items in terms of significance and fit, although the R still remains very low in absolute terms.

A regression was run to predict “Perceived difficulties” to a vegan diet from age, gender, educational level and living situation (Table 23).

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Table 23 – OLS model for “Perceived difficulties” from gender (ref. Male), living situation (ref. non-vegan household), educational level (ref. non-tertiary education) and age.

Living situation is negative, gender, educational level and age are positive. All are statistically significant to the prediction of “Perceived difficulties” to a vegan diet.

In the same way, a regression was run to predict “No concern about being vegan” from age, gender, educational level and living situation (Table 24).

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Table 24 – OLS model for “No concern about being vegan” from gender (ref. Male), living situation (ref. non-vegan household), educational level (ref. non- tertiary education) and age.

Gender is not statistically significant to the prediction of “No concern about being vegan”. Living situation is negative, educational level and age are positive. All are statistically significant to the prediction of “No concern about being vegan”.

In order to investigate the factors predicting whether a person is vegan (vs vegetarian) a multinominal logistic regression was computed. Contrary to the previous models living situation was not considered due to the fact that was only answered by participants with a vegan diet. In a model including educational level Pearson goodness of fit value was significant which means that this is not a good model fit to the data. To the present model only the demographics age and gender were considered.

Pearson goodness of fit value (p= 0.075) is not significant which means that this is a good model fit to the data. Additionally, in the Likelihood Ratio Tests the Model Fitting Information p= 0.000, which means that the model statistically significantly predicts the dependent variable better than the intercept-only alone (Table 25).

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Table 25 – Multinominal logistic regression, vegetarian as a reference category.

6.6 Textual Analysis

As an open-ended question the participants mentioned that they had a vegan diet in the past, where asked to mention the reasons that influenced them to stop having a vegan diet.

The response language was English, however some respondents answered in Portuguese, Spanish or Swedish, responses were all translated into English. In addition, stop words or excessively used words (eg. “and”, “a”, “the”) were removed. Words that are closely related to the question, eg. “eat”, “eating”, “diet”, “vegan”, were also removed. Word frequency show us the amount of times the word was written. The most frequent words are cheese, eggs, family, hard, health, time.

Figure 3 - Word count of unique words to the question: “What reasons influenced you to stop having a vegan diet?”

Word frequency show us the amount of times the word was written. The most frequent words are cheese, eggs, family, hard, health, time (Figure 3)

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Adittionally, with the aim of gaining a deeper understanding of the personal experience of having a vegan diet, the participants were asked, in the form of an open-ended question “how is like to have a vegan diet?”. The response language was english, however some respondents answered in portuguese, spanish or swedish, responses were all translated into english. In addition, stop words or excessively used words (eg. “and”, “a”, “the”) were removed. Words that are closely related to the question, eg. “eat”, “eating”, “diet”, “vegan”, were also removed. Words with the same word steam were considered only one, e.g “animals” and “animal”. The most frequent words are feel, animal, people, better, health, life, love, good, easy and best (Figure 4).

Figure 4 - Word count of unique words to the question: “How is like to have a vegan diet?”

7 Discussion Coherently with previous studies with vegetarianism or veganism as a topic 86.3% of the participants identify themselves as females. This is similar to, e.g. veganuary (2018) campaign were 84% of the participants are females, the study by Kerschke-Risch (2015) were females represented 79.6% of the participants and a cross-sectional survey among university students in Jordan where the authors suggested that vegetarianism was statistically significant with being female (Suleiman, Alboqai, Kofahi, Aughsteen, & El Masri, 2009).

Furthermore, 95,8% of our participants have 12 years or more of studies, with 44.6% having between 13-15 years of studies and although there is a lack of previous studies that explore this results some similarities can be found in european population statistics where 80.6% of people aged 25-54

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years old have at least 12 years of studies however only 35.2% have a tertiary educational level corresponding to 15 years of studies (Eurostat, 2018). This results can also have been influenced due to the use of facebook groups as a place to apply the questionnaire since there is some evidence from previous research that social media users are generally better educated than non-users (Mellon & Prosser, 2017).

When analysing the duration of the vegan dietary behaviour recent vegans, or those who sustain the vegan diet for 6 months or less represent 12.2% (n=825) while almost 50% sustain the present diet for 1 to 4 years (48.6%, n= 3288) and 22.8% (n=1541) can be considered to have a long term vegan diet. These numbers seem to illustrate not only a passing dietary trend but a steady dietary option and lifestyle (Kerschke-Risch, 2015))

In the present study a significant proportion of participants (47.36%, n= 3203) moved directly from an omnivorous to a vegan diet, whitout a transition diet (e.g. flexitarian, vegetarian), this results are coherent with the study by Kerschke-Risch (2015) were also a large proportion of the participants followed the same dietary pattern.

Relating to our first research question: “How do demographic factors such as age, gender and education affect the adoption and maintenance of a vegan diet?” this research suggests that the demographic factors have an effect on both the adoption and maintenance of a vegan diet.

Thus, age seems to have an effect on the adoption and maintenance of a vegan diet. As age increases the moral/ethical, animal protection and environmental reasons as sources of inspiration to the adoption of a vegan diet seem to decrease. Also, the influence of Video/Tv programs and documentaries to the adoption of a vegan diet and the moral/ethical and health reasons to the maintenance of a vegan diet seem to decline.

On the other hand, as age increases the “perceived difficulties” to the maintenance of a vegan diet seem to also increase. Furthermore, the “no concern about being vegan” also seem to increase, meaning that as individuals grow older they are less concerned about maintaining a strict vegan diet and are predisposed to make some small exceptions in social occasions.

In like manner, gender also seems to have an effect on the adoption and maintenance of a vegan diet. Being a female increases the health benefits and video, tv programs and documentaries as sources of inspiration to start a vegan diet. In the same manner, it also highers the health reasons and lowers the moral/ethical reasons to the maintenance of a vegan diet. Likewise, it also

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increases the “perceived difficulties” and the price of vegan food products as an obstacle to the maintenance of a vegan diet.

Living on a vegan household (when compared with living in a non-vegan household) seems to increase the moral/ethical, environmental and animal protection reasons and the influence of Video/Tv programs and documentaries to the adoption of a vegan diet. As well as it highers the moral/ethical reasons as motivations for the maintenance of a vegan diet. However, it seems to decrease the “perceived difficulties”, the availability and price of vegan food products as obstacles to the maintenance of a vegan diet. Furthermore, the “no concern about being vegan” also seem to lower, meaning that individuals living in vegan households are more concerned about maintaining a strict vegan diet and are not willing to make exceptions in social occasions.

In the same way, living alone (when compared with living in a non-vegan household) seems to increase moral/ethical and animal protection reasons to the adoption of a vegan diet. As well, it seems to decrease the health benefits as a source of inspiration to start a vegan diet and the availability of vegan food products as an obstacle to the maintenance of a vegan diet. Furthermore, it also seems to lower the “perceived difficulties” to the maintenance of a vegan diet.

Likewise, the educational level also seems to have an effect on the adoption and maintenance of a vegan diet. Participants with an undergraduate or pos- graduate level (when compared with participants with non-tertiary level studies) seem to have an increase in the “perceived difficulties” and the availability of food products as an obstacle to the maintenance of a vegan diet. Furthermore, the “no concern about being vegan” also seem to increase, meaning that they might be less concerned about maintaining a strict vegan diet and are predisposed to make some small exceptions in social occasions. Additionally, participants with a pos-graduate level (when compared with participants with non-tertiary level studies) seem to have an increase on moral/ethical reasons as a source of inspiration to the adoption of a vegan diet and to decrease the relevance of Video/Tv programs and documentaries to the adoption of a vegan diet.

Additionally, the odds of having a vegan diet tends to be higher as one is older and a male when in relation with a vegetarian diet. There is a lack of previous studies with focus on socio-demographic differences between vegans and vegetarians this might be relevant for future research.

To my knowledge, information from previous research is also scarce on the topic of demographics and veganism. Nonetheless, younger and more

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educated people have generally shown more pro-environmental behaviour than older people (Patel,Modi, & Paul, 2017; Raudsepp, 2001).

In addition, a study among the general population concluded that the reasons to adopt a vegetarian lifestyle differ significantly across generations. Similarly to the present study, younger people seem to be more motivated by moral and environmental reasons than older people (Pribis, Pencak, & Grajales, 2010).

Considering our second research question: “What are the main reasons to adopt a vegan diet?” in the present study animal protection was the most pointed reason that contributed to the adoption of a vegan diet, followed by environmental protection and health benefits. Video, tv programs and documentaries seem also to be an important factor on the decision to change into a vegan diet. These results are coherent with previous research as heath, environment and ethics or some combination among these are usually suggested as main motivations to adopt a vegan diet (Dyett et al., 2013; Fox & Ward, 2008; Izmirli & Phillips, 2011; Janssen et al., 2016; Kerschke- Risch, 2015; Rosenfeld, 2018). Indeed, health benefits have been highly researched and verified and veganism is considered to be one of the most sustainable dietary options. Furthermore, animal related motives was also the major motivation to start a vegan diet in previous studies (Janssen et al., 2016).

Regarding our third research question : “What are the main reasons to maintain a vegan diet?” and similarly to the reasons to start a vegan diet also moral/ethical and health reasons are the ones that seem to play a major role. While family, friends and religion seem to be not important for our participants. In addition, when questioned about the major obstacles to your diet, family and friends were considered only as slightly important (Mean = 2.32 and 2.06 respectively). Furthermore, family and friends are the two less important factors on the reasons of influence to stop having a vegan diet.

However, when analysing the reasons that lead the participants to stop having a vegan diet the most frequent reasons are that they miss eating cheese and eggs; the family perceived as an obstacle or health issues. Research suggests that some foods are more addictive than others, cheese, eggs and foods traditionally prepared with eggs (e.g. cakes, cookies) are among the foods that are considered to be problematic in terms of addiction (Gearhardt, Grilo, DiLeone, Brownell, & Potenza, 2011; Schulte, Avena, & Gearhardt, 2015) which might explain those items as a frequent reason to stop having a vegan diet. Further, health reasons not only appear to be motivations to the adoption and maintenance of a vegan diet but also as reasons from stop having a vegan diet. Indeed, vitamin deficiency and eating

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disorders were previously connected with vegetarian and vegan diets. Nonetheless, individual practices and knowledges were suggested as the cause of vitamin deficiency and eating disorders seem to be more connected with semi-vegetarianism than with veganism (Sneijder & Te Molder, 2004; Timko, Hormes, & Chubski, 2012). In the present research, demographic factors (e.g. living situation) among the participants that currently do not have a vegan diet but had in the past were not accounted for but future research might benefit from taking those into consideration.

With regards to our fourth research question: “Is there a relationship between the maintenance of a vegan diet and social support?” there seems to be a relationship between social support and the maintenance of a vegan diet. Family and friends are considered only as slightly important by the participants as sources of inspiration, motivations or obstacles to their diet and 55.3% of our participants that have a vegan diet live in a non-vegan household.

However, when asking respondents that had a vegan diet in the past but change it, family arises as an important reason for that change. Also, the perceived difficulties and obstacles seem to decrease as the respondents are members of vegan households compared to members of non vegan households. In fact, previous research supports the assumption that social support plays a deciding role in the maintenance of a vegan diet and that having vegan friends increases the odds of consuming vegan products (Cherry, 2006; Lea & Worsley, 2001). Also, that family support might reduce the fear of social stigma and facilitate the adoption of a vegan diet (Markowski & Roxburgh, 2019).

In addition, previous research emphasized the role of an explicit social identity in the prediction of pro-environmental behaviours (Brick & Lai, 2018) which seems to be also a factor in this study as environmental and animal protection seem to be higher motivations for adopting a vegan diet from those living in vegan households when compared with those that live in non-vegan households.

Although the present study contributes to the expansion of research on veganism, it was a number of limitations that suggest directions for future research. Focus on specific facebook groups and not also on other platforms, associations and organizations connect with vegetarianism and/or veganism might have an influence on the results. It might be worthwhile to study other platforms, e.g. Twitter or organizations, e.g. members of vegetarian associations. In addition, other methods for data analysis might have been better suitable for the present data but due to time and technical constraints that was not possible.

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Furthermore, in the present study a convenience sample was used wich implies that the results need to be interpreted carefully when it comes to their generalizability.

Future research on comparisons between vegetarians and vegans, both in demographics as in motivations and obstacles, might offer a rich territory for building on our knowledge about veganism. Also, other demographic factors, such as geographical region might provide significant differences and views on the adoption of a vegan diet. In addition, studies among former vegan might add information on main obstacles, current food behaviour (eg. is meat still avoided or reduced?) and the planned future food behaviour (eg. is being vegan in the future a possibility?).

To summarize, demographic factors seem to have an effect on both the adoption and maintenance of a vegan diet. Younger participants appear to put more relevance on ethical/moral reasons, environmental and animal protection for adopting and maintaining a vegan diet. Also, being a female seems to higher health benefits as a source of inspiration to start a vegan diet but it also seems to increase the perceived difficulties. Social support, such as living in a vegan household suggests less perceived difficulties and obstacles to the maintenance of a vegan diet and highers the relevance of moral/ethical reasons, environmental and animal protections as main motivations for a vegan diet.

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Appendix 1 – Survey

Vegan diet - motives, maintenance and obstacles

Thank you for wanting to participate in our survey on vegan diet – motives, maintenance and obstacles. Your participation in the survey will be anonymously and the results will be used in my master thesis in Applied Social Analysis. If you have any questions about the survey or the thesis you can email me via [email protected]. The survey should take less than 15 minutes to complete.

1. What best describes your diet: a. I usually eat animal food products (meat, fish, eggs, dairy,...) b. I do not eat fish and meat but eat dairy and/or eggs c. I usually do not eat animal food

In case of a) or b)

2) What is your diet like? Omnivorous Pescetarian Ovo-lacto-vegetarian Ovo-vegetarian Lacto-vegetarian Other (please specify)

3) Have you had a vegan diet in the past? Yes No If Yes:

3.1 Which reasons influenced you to stop having a vegan diet? (open-ended question)

(Go to demographic information)

In case of c)

3) How long have you had a vegan diet?

4) What was your previous diet? Omnivorous Pescetarian Ovo-lacto-vegetarian Ovo-vegetarian

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Lacto-vegetarian Other (please specify)

4.1) For how long? (how long did you maintain your previous diet)

Motivations and obstacles

1. Which best describes your living situation? • I live alone • I live with non-vegan family members • I live with non-vegan partner/spouse • I am a member of a vegan household • I live with vegan partner/spouse

2) Sources that inspired me in my decision to become vegan: • Friends 1 2 3 4 5 6 7 • Family members 1 2 3 4 5 6 7 • Health counsellor 1 2 3 4 5 6 7 • Video/tv program/documentary 1 2 3 4 5 6 7 • Book/article 1 2 3 4 5 6 7 • Moral/ethical reasons 1 2 3 4 5 6 7 • Animal protection 1 2 3 4 5 6 7 • Environmental protection 1 2 3 4 5 6 7 • Health benefits 1 2 3 4 5 6 7 • Religion 1 2 3 4 5 6 7 • Another source (please specify)

3) Main motivation for maintaining a vegan diet: • Health reasons 1 2 3 4 5 6 7 • Moral/ethical reasons 1 2 3 4 5 6 7 • Religious reasons 1 2 3 4 5 6 7 • Another motivation (please specify)

4) What is the major obstacle to your diet? • Availability of vegan food products 1 2 3 4 5 6 7 • Price of vegan food products 1 2 3 4 5 6 7 • Family 1 2 3 4 5 6 7 • Friends 1 2 3 4 5 6 7 • Another obstacle (please specify)

Please state your level of agreement with the following sentences:

5) “It is easier to be vegan today than a few years ago” ( 1 = Strongly disagree, 7 = Strongly agree)

6) “I can eat non-vegan food in social settings”

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( 1 = Strongly disagree, 7 = Strongly agree)

7) “Being vegan is part of who I am/self-identity” ( 1 = Strongly disagree, 7 = Strongly agree)

8) “It is easier to be vegetarian than to be vegan.” ( 1 = Strongly disagree, 7 = Strongly agree)

9) “It is difficult to maintain a vegan diet.” ( 1 = Strongly disagree, 7 = Strongly agree)

10) “It is expensive to maintain a vegan diet.” ( 1 = Strongly disagree, 7 = Strongly agree)

11) “Vegan food is hard to prepare.” ( 1 = Strongly disagree, 7 = Strongly agree)

12) “It is hard to go out and eat with my family/friends.” ( 1 = Strongly disagree, 7 = Strongly agree)

13) “Belonging to a facebook “vegan” group helped maintaining a vegan diet” ( 1 = Strongly disagree, 7 = Strongly agree)

14) Which reasons would influence you to stop having a vegan diet? • Availability of vegan food products 1 2 3 4 5 6 7 • Price of vegan food products 1 2 3 4 5 6 7 • Family 1 2 3 4 5 6 7 • Friends 1 2 3 4 5 6 7 • Health 1 2 3 4 5 6 7 • Another obstacle (please specify)

15) What it’s like to be a vegan? Can you please write about your personal experience?

Demographic information:

1. What is your gender? Female Male Other

2. What is your birth year?

3. What is your nationality?

4. Where do you live? (Please state the city where you live)

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5. What is your level of education? No formal education Basic education (9 years of studies) Secondary education (12 years of studies) I am studying/have an undergraduate degree (13 to 15 years of studies) I am studying/have a master level (> 15 years of studies) Phd level Professional/technical studies Other. (Please specify)

6. What is your occupation?

7. What is the number of members in your household (including yourself)?

Thank you for your participation!

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