This paper reports the findings of a qualitative study of the dietary beliefs and practices of a ‘snowball sample’ of seventy-six vegetarians and vegans. The dynamics of the process of conversion are examined, along with respondents' accounts of their motives and of the impact of their dietary stance upon their relationships with kin, friends and colleagues. The study's findings, which appear to indicate the central importance of ethical considerations for this particular response group, are set in the context of broader debates concerning the sociological dimensions of the selection or avoidance of specific food items.
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