Vegans: from radical hippies to inspiring celebrities? : a study on what influences vegetarian’s decision when considering veganism

Abstract: Meat consumption has a negative effect on climate change, making it important to increase more sustainable diets, such as veganism. This research has focused on understanding why vegetarians, who are so due to animal rights and climate benefits, have not become vegans. Through an interview study in Sweden with six vegetarians and six vegans, this research has aimed to gain knowledge of what might influence the decision when considering a vegan diet. By addressing the theory of Carnism to understand how norms and ideologies function and combining it with Theory of Planned Behaviour and Cognitive Dissonance Theory, this research tries to make sense of how discourses can influence behaviour. This research concludes that vegans are viewed as outside of the norm due to the dominant ideology of Carnism, where eating meat is considered to be the common sense. The general view of vegans is that they are radical, judgemental and blithering hippies and maintaining a vegan diet is too difficult and time-consuming. These strong discourses can lead to negative attitudes towards veganism and impact the decision of choosing a vegan diet. Moreover, it seems to result in cognitive dissonance where the vegetarians reinforce the benefits of vegetarianism by reducing the importance they put on their value of animal rights. Thus, the vegetarian’s willingness to change diet is influenced by a complex, interactive relationship of discourses, norms and ideologies and their attitude, values and intended behaviour.