3.2. Results
After a comprehensive analysis, it turns out that mainly four groups of motivations for a vegan as well as a vegetarian diet prevailed: (1) ethical concerns about animal rights, (2) personal health concerns, (3) environmental sustainability and (4) disgust towards meat. While all these motivations were present for both vegans and vegetarians, some motivations were more present for one or the other group.
Regarding (1) the ethical concerns about animal rights, respondents named animal suffering and cruel living conditions of animals in factory farming as reasons for stopping eating meat. For instance, Nina (23 yrs.) informed herself about the living conditions of animals and decided to become a vegetarian. Max (24 yrs.) explained his vegan diet by saying, “Each and every living being is valuable and eating meat is simply wrong” (all verbal quotes were translated from German into English). In a similar vein, Sarah (33 yrs.) describes her feelings as follows: “It always has been an effort to eat dead animals; the ethical aspect prevailed at my side.” In sum, more than half of the participants listed animal rights as the dominant motivation for their vegan or vegetarian diet.
(2) Acute health problems or wanting to do something for their personal body health, in general, were important reasons for respondents to change their diets; particularly for those becoming vegan, personal health was a major driver. For instance, Eva (53 yrs.) stated, “I followed a vegetarian diet because I wanted to do something for my health. At that time, I was sure that it was beneficial for my health, which is why I started step by step.” Some respondents realized the impact of animal protein on their health. Respondents mentioned a documentary [
31] as having had a major impact on their diet change. Not only did the documentary reveal the shocking effects of Western diets on health, but it also presented a solution to the problem, i.e., a mainly plant-based diet. Laura (22 yrs.) suffered from lactose intolerance and became vegan.
(3) Environmental sustainability was mentioned in a rather broad sense. For example, Melanie (39 yrs.) states, “I care about the climate. I am a bit worried about the environment.” Lisa (20 yrs.) also says, “I believe the consumption of meat can be a severe problem for our environment. Well, the intense factory farming (of meat).” More specific aspects for becoming vegan or vegetarian related to resources, for instance, as Sandra (22 yrs.) puts it, “Once you realize how much water is needed to eat one kilogram of beef compared to eating one kilogram of beans, both having similar nutritional values, then it is a difference of 10,000 or 20,000 kg of water, I guess.” However, environmental sustainability did not appear to be the sole concern for our respondents, but mentioned in conjunction with animal rights and health concerns.
Another reason behind becoming vegan or vegetarian includes (4) disgust or dislike of meat. The meat-specific unpleasant experiences of taste, smell, look or texture were mentioned. Lisa (20 yrs.) argued that initially, she thought that animal welfare influenced her but she realized that “it did not taste pleasant. I justified becoming vegetarian by saying ‘I feel sorry for animals’, but it was more that it didn’t taste good.” Emotional reactions such as dislike or disgust towards meat often represented a basis for the change to a vegetarian or vegan diet but seldom served as principal motivation.
For most of the respondents, multiple motivations were relevant. Some of these became more important over time (e.g., environmental sustainability), partly because of increased exposure to information and increased awareness. As Sandra (22 yrs.) puts it: “… the environmental aspect also turned up, I wasn’t aware of it earlier.” In this respect, it was interesting to hear that previously vegetarians changed to a vegan diet, and their transition seems to be easier and quicker because they already have some knowledge and experience in this field. For instance, Melanie (39 yrs.), now vegan, states: “I was vegetarian before. I actually tried it all my life. I mean, as a child, I was not allowed to, but I refused to eat meat most of the time.”
Other aspects were also important for participants’ motivation to engage in carbon- friendly food behavior. Regarding the origin and production of products, the majority of participants (seven out of ten interviewees) listed either organic or regional as important characteristics of food for their purchasing decision. Vegetarian consumers tend to purchase more carbon-friendly compared to vegans. Several vegetarians explained in detail how important the origin and the way of production are for their choice of products. This contrasts with some vegans, who mentioned that they might buy organic products sometimes or do not pay too much attention to them.
In this respect, some mention the importance of the price–performance ratio for their buying decision and, owing to that, reject buying organic apples, instead choosing regional ones. As John (23 yrs.) states: “When it comes to buying apples, which sometimes cost up to three times as much when they are organic, it is sufficient to buy Austrian apples.” Moreover, all participants purchased their food mainly in supermarkets, as the convenience and price were appealing. Of course, some bought certain products in organic supermarkets, but in general, limited budgets were constraints.
Regarding substitute products, only one interviewee mentioned that she regularly purchases vegetarian substitute products (such as vegetable patties). Reasons for not adopting substitutes related to perceived unhealthiness are the high amount of food additives included in those products or tastes. Instead, alternatives were consumed; for instance, Laura (22 yrs.) states, “I hardly buy substitute products. I think, in the first year, I mainly ate only (a substitute) yogurt. It is now one year that I’ve tried out some… But I don’t think that they should be a fixed part of my diet.” Food additives play an important role in purchasing decisions in general. Half of the participants explicitly noted that they pay attention to additives and binders included in certain products when buying food.
Labels of vegetarian and vegan products were discussed highly controversially during the interviews. A clear and consistent marking seems to be important to clarify the ingredients of a product, which is important for vegetarian and vegan consumers. Nevertheless, the image and perception others have regarding vegetarians and vegans and their lifestyle is a critical issue. Therefore, labeling or packaging which highlights the product as vegetarian or vegan, in a too dominant, overdesigned manner is perceived as unattractive. Two vegetarian interviewees complained about the packaging and the labeling of vegetarian products. Particularly, they mentioned the green color of the products as well as the label “vegetarian.” As a vegetarian, they do not want to be excluded from other consumer groups. Lisa (20 yrs.), for instance, argues, “They give you the experience of being different, but in a negative way.” Another respondent finds the green packaging of vegetarian products misleading and argues that this choice of color should imply that the product is healthy which, is often not the case for vegetarian food. Maria (22 yrs.) says, “I find packaging usually disgusting because of their green color. Vegetarian is automatically perceived as healthy, which is nonsense.” Nevertheless, even if it is clear for some products, the labeling “vegan” still facilitates the purchase of food.