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100% Vegan: a Recipe for Identity Made with Real Values, Practices, Gender and Other Social Ingredients

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100% Vegan: a Recipe for Identity Made with Real Values, Practices, Gender and Other Social Ingredients 100% Vegan: A Recipe for Identity Made with Real Values, Practices, Gender and Other Social Ingredients by Devan Hunter A Thesis presented to The University of Guelph In partial fulfillment of requirements for the degree of Master of Arts in Sociology Guelph, Ontario, Canada © Devan Hunter, May, 2020 ABSTRACT 100% VEGAN: A RECIPE FOR IDENTITY MADE WITH REAL VALUES, PRACTICES, GENDER AND OTHER SOCIAL INGREDIENTS Devan Hunter Advisor: University of Guelph, 2020 Dr. Mervyn Horgan Veganism, as a movement, has grown exponentially in Western countries over the past two decades with self-identified women driving the majority of this growth. Sensitive to the gendered nature of consumption, this thesis provides an intimate profile of the everyday lives of vegans within a Canadian context. Drawing on interviews with 21 vegans living within a 65 kilometer radius of Guelph, Ontario, data from this qualitative study yields insights into the motivations, values and lifestyle practices of vegans; the gendered differences in these; and, how the intersection of gender identity and vegan identity is navigated both internally and within social contexts. Employing a feminist-Bourdieuisan framework, along with second phase theories of practice in this analysis, findings from this study detail a thorough outline of the vegan habitus and the ways gender mediates this. iii ACKNOWLEDGEMENTS Firstly, to my participants. This research would simply not be without your involvement. You truly are the substance of this work. Thank you for taking the time to walk me through your everyday lives. I hold dear the time we shared. Dr. Mervyn Horgan, as my advisor, I am immensely grateful for the guidance, support and insightful feedback you provided throughout this project. I especially appreciate your commitment to carving out space for creativity and curiousity in the research process. And, as always, thank you for your patience. Dr. Jeji Varghese, thank you for being my second reader. I appreciate the thoughtful feedback you provided on my work over the past couple years and your commitment to sound qualitative research. Dr. Erin Nelson, thank you for acting as my external examiner during these unprecedented circumstances. Your engaging questions contributed to an enjoyable defense process. Shelagh, SOAN’s Gradmother, thank you so much for all that you do. Your warm and inviting demeanour makes the 6th floor feel like an especially welcoming place. It’s always a treat running into you there. To my friends at U of G, I’m so grateful for each and every one of you. I feel your support and care throughout the pages of this thesis. More importantly though, I attribute so much of my own personal growth over my master’s to the friendships I’ve made in grad school. I wish I could give you all the biggest hugs, but we’ll save that for post-COVID. Matt and Kim, your enduring friendships ground me in innumerable ways. I love you both. And lastly, Mom and Dad, I couldn’t have done this without you. Words aren’t enough to describe my love for you both. iv TABLE OF CONTENTS Abstract……………………………………………………………………………………………ii Acknowledgements………………………………………………………………………………iii Table of Contents………………………………………………………………………………....iv List of Appendices……………………………………………………………………………....viii 1 Chapter 1 – Introduction ......................................................................................................1 1.1 Framing the Issue ..........................................................................................................1 1.2 Thesis Outline ...............................................................................................................3 2 Chapter 2 – Literature Review .............................................................................................5 2.1 Conceptualizing and Outlining Vegan Consumption Practices ......................................5 2.1.1 Defining Veganism ................................................................................................5 2.1.2 Boundary Fluidity in Veganism .............................................................................8 2.2 Patterned Motivations and Values in Vegan Populations ............................................. 10 2.2.1 Animal Rights and Welfare Discourses ................................................................ 10 2.2.2 Environmental Discourses .................................................................................... 14 2.2.3 Health Discourses ................................................................................................ 15 2.2.4 Ethical and Virtuous Discourses ........................................................................... 16 2.3 Gendering Consumption and its Role in Veganism ...................................................... 17 2.2.1 Masculine Consumption ....................................................................................... 19 2.2.2 Feminine Consumption ........................................................................................ 22 2.2.3 Queering Consumption ........................................................................................ 24 2.4 Vegan Sociality and Commensality ............................................................................ 26 2.5 Theoretical Grounding ................................................................................................ 29 2.5.1 Habitus ................................................................................................................ 29 v 2.5.2 The Importance of Capital .................................................................................... 32 2.5.3 The Field as a Context for Veganism ................................................................... 33 2.5.4 Centering Gender in a Bourdieusian Framework .................................................. 34 2.5.5 Nuancing Habitus through Theories of Practice .................................................... 36 3 Chapter 3 – Methods ......................................................................................................... 39 3.1 Situating Myself as the Researcher .............................................................................. 39 3.2 Parameters of the Sample ............................................................................................ 43 3.3 Participant Recruitment ............................................................................................... 46 3.4 Ethics Protocol ............................................................................................................ 49 3.5 Developing the Interview Guide .................................................................................. 50 3.6 Data Collection .......................................................................................................... 53 3.7 Analysis and Coding ................................................................................................... 55 4 Chapter 4 – Developing and Practicing a Vegan Identity ................................................... 57 4.1 The Process of Becoming Vegan ................................................................................. 57 4.1.1 Core Pathways ..................................................................................................... 58 4.1.2 Peripheral Pathways ............................................................................................. 63 4.1.3 Stable and Shifting Vegan Values ........................................................................ 67 4.2 Lifestyle Practices ....................................................................................................... 74 4.2.1 Vegan Food Practices........................................................................................... 74 4.2.2 Broader Consumption Practices ........................................................................... 83 4.2.3 Beyond Consumption Practices ............................................................................ 90 4.3 Identity Interpretations: The Interaction between Veganism and Gender ..................... 94 4.3.1 Vegan-Woman Identity Interpretation .................................................................. 95 4.3.2 Vegan-Genderqueer Identity Interpretation .......................................................... 98 4.3.3 Vegan-Man Identity Interpretation ..................................................................... 101 vi 5 Chapter 5 – Transgressing Boundaries and Vegan Sociality ............................................. 106 5.1 Contexts of Transgressing Boundaries....................................................................... 106 5.1.1 Lack of Knowledge ............................................................................................ 106 5.1.2 Travelling and Eating Out .................................................................................. 107 5.1.3 Western Health Practices ................................................................................... 109 5.1.4 Social and Familial Spaces ................................................................................. 111 5.1.5 Managing Conflict at the Thrift Store ................................................................. 112 5.2 Navigating Veganism in Social Contexts ................................................................... 113 5.2.1 Engagement with Vegans in Commensal Situations ........................................... 114 5.2.2 Engagement with Non-Vegans
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