UC Merced

Veganism has seen a sharp increase in adherents in the past five years. It is generally known that people become vegan for animal rights, environmental concerns, and/or health reasons, but how do people become vegan, considering the sharp increase in veganism? Are social ties significant to recruitment and persistence in veganism and what about the role of digital media? This study is based on 30 interviews collected from two vegan festivals in California’s Bay area, contacts through social media, and through personal networks. In this study, I explore both the mobilization period (becoming vegan) and persistence period (staying vegan) of veganism as a lifestyle movement and ask whether the same factors that are influencing people to become vegan are the same factors that are influencing their persistence and maintenance. Additionally, I consider the role of social ties and digital media and how they factor into this process over time.