Motives for Veganism and the Influence of Social Media

Abstract

Veganism is a lifestyle choice and movement that is becoming increasingly popular, especially with the use of social media. The number of persons deciding to go vegan is growing and the decision itself is being influenced by several factors. Whether they are intrinsic or extrinsic, the aim of this study was to identify which are the most common motives when it comes to this decision. Another objective was to analyze the influence of social media in following a vegan diet. An online questionnaire was conducted at the beginning of May 2022. The target group was represented by people who are following a vegan diet, 34 participants being considered in the results. Three motives were mentioned the most: animal welfare (76.5 % of the respondents), health aspects (73.5 % of the respondents) and environmental concerns (41.2 % of the respondents). An open question revealed that aspects of well-being and health were considered as the main motive to follow a vegan diet (32.4 % of respondents). The study also reveals several insights about the social media usage of vegans. They are mostly interested in food and health related content and use the platforms to inform themselves about veganism. The research findings imply that vegans who frequently use social media are often motivated by health-related factors. The study offers interesting starting points for future research about veganism.