Vegetarianism/Veganism: A Way to Feel Good

Johannes Simons, Carl Vierboom, Jeanette Klink-Lehmann, Ingo Härlen and Monika Hartmann
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Johannes Simons: Department of Agricultural and Food Market Research, Institute for Food and Resource Economics, University of Bonn, 53115 Bonn, Germany
Carl Vierboom: Vierboom & Partner//Wirtschaftspsychologen, Gartenstr. 30, 53773 Hennef, Germany
Jeanette Klink-Lehmann: Department of Agricultural and Food Market Research, Institute for Food and Resource Economics, University of Bonn, 53115 Bonn, Germany
Ingo Härlen: Traffic Psychological Diagnostics and Consulting, Hummelweg 4, 30900 Wedemark, Germany
Monika Hartmann: Department of Agricultural and Food Market Research, Institute for Food and Resource Economics, University of Bonn, 53115 Bonn, Germany

Sustainability, 2021, vol. 13, issue 7, 1-19

Abstract: Previous studies have identified health, the environment and animal welfare as key motivations for becoming and remaining vegetarian/vegan. However, the idea of vegetarianism/veganism appears to have interesting facets that go beyond those drivers. This paper describes and examines this attraction. Twenty-six in depth interviews and two group discussions were conducted using the Morphological Psychology approach, which allows the revelation of conscious as well as unconscious drivers based on the detailed narrations of the interviewees. We conclude that the attractiveness of vegetarianism/veganism cannot only be explained by the classical and conscious motivations of a meatless or animal-free diet such as improving health and animal welfare. It also comprises less conscious or unconscious drivers of vegetarianism/veganism such as empowerment and enrichment, regaining autonomy and creating identity and superiority in addition to and partly through liberation from a meat production system which is perceived as destructive and threatening.

Keywords: morphological psychology; qualitative market research; vegetarianism; veganism; (un)conscious drivers (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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