Vegetarianism/Veganism: A Way to Feel Good

Johannes Simons,Ingo Härlen,Carl Vierboom,Jeanette Klink-Lehmann,Monika Hartmann

doi:10.3390/su13073618

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.

Highlights

Traffic Psychological Diagnostics and Consulting, Hummelweg 4, 30900 Wedemark, Germany; Abstract: Previous studies have identified health, the environment and animal welfare as key motivations for becoming and remaining vegetarian/vegan
In line with the Morphological Psychology (MP) approach, we differentiate between the narrations of the interviewees and the conclusion, which does not focus on personal histories and motivations but on the opportunities that vegetarianism/veganism offers the psyche
During the interviews and group discussions vegetarians often stated that veganism is a valuable ideal, but that they feel prevented from striving for veganism by the effort that veganism requires in everyday life

Summary

Introduction

Traffic Psychological Diagnostics and Consulting, Hummelweg 4, 30900 Wedemark, Germany; Abstract: Previous studies have identified health, the environment and animal welfare as key motivations for becoming and remaining vegetarian/vegan. 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 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. Meat consumption in 2019 amounts to 59.5 kg/head

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