Scholars increasingly argue that the vegan lifestyle reflects a broader pattern of how political behavior is becoming more individualized and private. Veganism is particularly viewed as an unconventional form of political participation, as it is conducted to address ethical concerns and to change market practices. However, this argumentation lacks detailed empirical data. By means of an original standardized survey of a purposive sample of 648 vegans in Switzerland, this study shows that (1) a vast majority of vegans is politically motivated and aims to induce change in society at large; (2) they are highly engaged in a broad variety of political activities; and (3) politically motivated vegans live vegan more strictly and are more politically active than vegans motivated by personal concerns. This study contributes to the understanding of political participation in current times, and the insights gained may prove useful to vegan movement groups or the food industry.
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