Becoming Vegan : Consumers’ perceived barriers when transitioning to a vegan diet

Abstract: This qualitative study aims to identify challenges experienced amongst consumers in Stockholm when transitioning to a vegan diet. Five consumers between the ages of 24-27 have during a period of one month assumed the task of transitioning to a vegan diet. The results were analyzed through the lens of The Multidisciplinary Model of the main factors affecting consumer behaviour in the food domain and as well as the Cognitive dissonance theory to enable a deeper analysis. The study shows that information, supply and psychological influences are three main areas in which barriers are present. Lack of marketing in store and online, lack of clear labeling on products and lack of supply in both stores and restaurants were the most apparent challenges experienced amongst consumers which can be barriers when transitioning to a vegan diet. Furthermore, psychological influences that were perceived as barriers by the consumers was the presence of dissonance and the feeling of lack of support and inspiration.