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Abstract

Research has demonstrated the health benefits of shifting from an animal product diet to a plant-based diet. However, social beliefs may be barriers to eating plant-based. Thus, we determined facilitators and barriers to transitioning to plant-based consumption. U.S. adults consuming an exclusively plant-based (i.e., vegan) diet (n = 1,141, 86% female, 81% non-Hispanic White) were recruited from 38 vegan Facebook groups and surveyed from December 2020 through January 2021. Results from chi square analyses indicated significant relationships between length of veganism and main motivator for becoming vegan (χ² = 37.07, P < .001), most effective facilitator in helping flexitarians to fully become vegan (χ² = 17.35, P = .001), most effective strategy in helping others become vegan (χ² = 12.07, P = .017), and main barrier to becoming vegan (χ² = 23.80, P < .001). There were significant relationships between time to become vegan and perceived main facilitator for the recent increase in transitioning to veganism (χ² = 16.81, P = .019), and main barrier to becoming vegan (χ² = 24.34, P < .001). Future interventions can use these results to address facilitators and barriers and create a toolkit for transitioning to plant-based consumption and improving dietary behaviors in the United States.

Keywords

veganism plant-based facilitators barriers flexitarian

“Advocating for veganism through climatic-focused arguments may be compelling for quickly embracing dietary change.”

Introduction

Approximately 60% of U.S. adults have a chronic disease including coronary heart disease, type 2 diabetes, and cancer, with poor diet contributing as a lifestyle factor for these conditions.¹ Energy-dense diets high in animal fat are the primary source of saturated fat in the typical U.S. diet, contributing to the rise in chronic disease.² According to year 2010 U.S. Department of Agriculture, Economic Research Service Loss-Adjusted Food Availability Data, 29% of calories in the Standard American Diet (SAD) come from animal products (i.e., meat, poultry, fish, dairy, eggs, and added animal-based fats), whereas only 8% of calories come from fruits and vegetables.³ In fact, data from the 2019 Behavioral Risk Factor Surveillance System indicate only 12.3% of U.S. adults meet fruit recommendations, and even less (10%) meet vegetable recommendations.⁴ Recent research has demonstrated the health benefits of shifting from SAD to increased consumption of plants. In particular, it has been recommended that individuals with diabetes, cardiovascular disease, and cancer, or those at risk for these diseases, can benefit from adopting a vegan diet.⁵ For example, data from a recent umbrella review that analyzed results from 17 meta-analyses and systematic reviews of observational and clinical studies showed that among individuals with diabetes, a vegan diet was effective at reducing body weight, BMI, and waist circumference and improving glycemic control.⁵

In addition to negative health implications, the SAD’s reliance on animal products has negative environmental ramifications. Using a Life Cycle Assessment to measure the environmental impact of specific dietary patterns, Italian researchers reported that a diet comprising high levels of animal products had the highest environmental production impact compared to a vegan diet that had the lowest.⁶ Specifically, beef, cheese, milk, and fish carried the highest impacts from water usage, air pollution, and land use. The impacts of animal agriculture have global implications as well, with researchers reporting that in 2015, livestock used roughly 3,900 million ha of land, which is about 80% of all agricultural land combined.⁷ The reach and scale of these systems go beyond the land occupation and costs associated with production. For example, in 2010, beef accounted for only 4% of the weight of the retail-level U.S. food supply; however, it contributed to 36% percent of the greenhouse gas (GHG) emissions from wasted food.⁸ The production of animal products not only requires increased energy needs, but also increases energy usage at the end of the product’s life cycle.

U.S. consumers appear to accept meat and dairy substitutes either in lieu of, or in addition to, meat and dairy products. This is evidenced by growing sales of meat and dairy substitutes over the past decade, with data from 2018 to 2020 showing a 39% sales increase from $4.9 billion USD to $7.0 billion USD. Within just the plant-based meat market, sales increased 64% between 2018 and 2020, rising from $811 million to $1.4 billion.⁹ In addition to the economic impact of plant-based substitutes, a recent systematic review that evaluated 91 studies assessing consumer acceptance of alternative proteins indicated that pulses (e.g., edible seeds of plants from the legume family) and plant-based meat alternatives, as compared to insects or cultured (i.e., lab-created) meat, were most accepted by consumers.¹⁰ Among the studies evaluated, the main facilitators for consumption of protein alternatives were identified as taste, health, meat disgust, familiarity, food neophobia (from foods such as cultured meat), attitudes, and social norms.

Research has explored how social beliefs and positive attachment to meat and animal products can be a strong barrier in preventing U.S. consumers from eating more plants.¹¹ Novel strategies are needed for shifting consumers from primarily animal product-centric to plant-based diets. To understand the multi-layered nature of this topic, we surveyed U.S. consumers who follow an exclusively plant-based (i.e., vegan) diet to determine the following: (1) motivators for becoming vegan, (2) perceived barriers to becoming vegan, (3) identification and transition to veganism, and (4) participants’ opinions on eliciting widespread adoption of a vegan diet.

Methods

Participants

Participants (n = 1,141) were recruited from 38 different vegan Facebook community groups. Facebook groups labeled with a specific city or state, with either “vegan” or “plant-based” were recruited for participation (e.g., Vegan Orlando or Vegans of Chicago, etc.). The majority of the Facebook groups were private and the authors joined the groups only to share recruitment flyers for the survey. Members of the vegan community pages were able to share the survey link. Inclusion criteria were being aged 18 years or older, living in the United States, and self-identified vegan for at least 1 month, and able to read/write in English. Between December 2020 and January 2021, survey data were collected via the Qualtrics data platform. Participants did not receive an incentive for their participation. The study (Project #1658795-2) received Institutional Research Board approval through Northern Arizona University.

Survey Development

Prior research conducted by Rosenfeld¹² and Sutliffe¹³ were drawn upon to develop the 27-item survey. Development of survey questions occurred through exploration of novel phenomena and trends to gauge their relevance to motivation identity and behavior change, including flexitarianism, the introduction of novel food products, and attitudes. Survey questions were also informed through conducting key informant interviews with a total of 30 plant-based food developers and marketing experts, political economists, and social psychologists to gain deeper insight for item creation. Interviews were conducted 5 months prior to survey development, with all interviewees representing different companies. These stakeholder interviews yielded information including facilitators for consumer consumption, barriers to vegan eating, perceived facilitators of change to consuming a vegan diet, and general insights regarding current trends within the food industry and the plant-based sector. A pilot version of the survey was distributed to 15 vegan individuals who did not participate in the current study. These individuals were recruited from 15 different geographic regions in the United States, 8 individuals identified as male and 7 identified as female. Four of the individuals were over 55 years of age, 7 were aged 25-55 years, and 4 were aged 18-25 years. All were recruited via Facebook or LinkedIn where demographic information was available to the public. Pilot data were collected 3 months before the final survey was distributed. Seven questions were adjusted based upon pilot responses. Among the changes made, 4 questions were added to address plant-based alternatives and views on flexitarianism, a plant-based diet that allows for occasional incorporation of meat (i.e., reduced-meat diet).

Survey Measures

The 27-item survey assessed main motivators for becoming vegan, their personal barriers to veganism, factors that resulted in confidence in labeling oneself as vegan, and factors that influenced their transition to veganism. The survey also asked participants their opinions on (1) meat and dairy alternatives, (2) the societal components that could elicit change for individuals to adopt a vegan diet, and (3) the main strategy needed to create a majority of U.S. consumers who identify as vegan. Sociodemographic questions included sex, age group, ethnicity, level of education completed, income, geographical region, and population density. Survey questions and response options are provided in Supplemental Table 1.

Participants indicated the length of time eating a vegan diet. Just over half of participants indicated they were vegan between 1 month to 4 years (n = 598, 52.5%). Thus, responses were dichotomized to “>4 years” and “≤4 years.” Participants indicated the length of time it took for them to transition to a vegan diet. Approximately half of participants indicated it took up to 1 month to become vegan (n = 555, 49.5%). Thus, responses were dichotomized to “>1 month” and “≤1 month.”

Motivators for Veganism

Main motivator for becoming vegan, opinions on the main facilitator for helping flexitarians become vegan, most effective strategy in helping all others (i.e., omnivores) become vegan, and opinion on the main facilitator for the recent increase in individuals transitioning to veganism were assessed. The most effective strategy perceived for helping all others to become vegan was assessed. Their opinion on the main facilitator for the recent increase in individuals transitioning to veganism was assessed.

Barriers to Veganism

Perceived barriers preventing others from being vegan were assessed with response options such as “lack of proper nutritional information” and “preference for animal products.”

Identification and Transitioning to Veganism

Participants indicated the factors that resulted in confidence in labeling oneself as vegan. Factors that influenced their transition to veganism were also assessed.

Opinions

Participants’ views on plant-based meat/dairy alternatives in relation to veganism were assessed. Participants were also asked about what they perceived as the most pivotal societal component to help people become vegan. In addition, participants indicated their opinion on the strategy needed for creating a majority of U.S. consumers who identified as vegan.

Survey data were analyzed using IBM SPSS Statistics for Windows, Version 27.0 (Chicago, IL). Descriptive statistics, including frequencies, percentages, and means with standard deviations were calculated. Chi square analyses were used to determine associations among categorical variables. Expected counts refer to the projected frequencies in each cell if there is no association between the variables. A P-value of .05 was considered significant. Post-hoc tests were used to determine cell values that were significant based upon the exact approach under the Bonferroni correction. Those that were significant under the Holm-Bonferroni correction are noted in the tables.¹⁴

Results

Sociodemographic data are presented in Table 1. The majority of participants identified as female (86%) and non-Hispanic White (81%). Over one-third were between the ages of 26-35 years (35%) and nearly half had attained at most a college degree (46%). Geographic regions were well-represented, with the most participants indicating that they lived in the Western United States (36%). Nearly 60% of participants reported residing in metropolitan area with >500 000 residents.

Table 1.

Sociodemographic Characteristics of Sample Completing the Facebook Survey (N = 1141).

	n (%)
Sex
Female	971 (85.9)
Male	133 (11.8)
Other	27 (2.4)
Age
18-25 years	196 (17.3)
26-35 years	392 (34.6)
35-45 years	254 (22.4)
45-55 years	169 (14.9)
>55 years	123 (10.8)
Ethnicity
Caucasian	913 (80.7)
African-American	17 (1.5)
Latino/Hispanic	88 (7.8)
Asian-American	38 (3.4)
Native American	1 (.1)
Native Hawaii/Pacific Islander	1 (.1)
Two or more	58 (5.1)
Other/unknown	15 (1.3)
Education
High school or less	179 (15.9)
Trade school	58 (5.1)
College grad	515 (45.5)
Post-graduate	379 (33.5)
Income
<$25,000	109 (9.9)
$25,000-$50,000	251 (22.9)
$50,000-$100,000	379 (34.6)
$100,000-$200,000	257 (23.4)
>$200,000	100 (9.1)
Geographical region
Northeast	167 (14.8)
Midwest	140 (12.4)
Southeast	194 (17.2)
Southwest	216 (19.2)
West	410 (36.4)
Population density
Large metropolitan (>1.5 million residents)	333 (29.5)
Metropolitan (500,000-1.5 million residents)	332 (29.5)
Medium urban (200,000-500,000 residents)	183 (16.2)
Small urban (50,000-200,000 residents)	131 (11.6)
Town (<50,000 residents)	148 (13.1)

Frequencies were determined to understand length of time to become vegan, length of veganism, motivators for veganism, barriers to veganism, personal identification and transitioning to veganism, and perspectives about societal needs for veganism to flourish in the United States (Tables 2 and 3). Nearly half (49.5%) of participants reported it took them less than 1 month to become vegan, followed by 1 month to 6 months (23.4%), 6 months to 1 year (10.6%), 1 year to 2 years (6.9%), and more than 2 years (9.7%). Just under half of the sample (42.7%) indicated they have been vegan for between 1 year to 4 years, followed by 5 years to 10 years (30.1%), more than 10 years (17.3%), and 1 month to 1 year (9.8%). Animal ethics was the most endorsed motivator for becoming vegan (59.0%), and was also identified as the main facilitator for flexitarians to become vegan (34.4%). The most effective strategy for helping all others to become vegan was to provide information about shopping, meal preparation, cooking, and the cost-effectiveness of veganism (40.2%). Streaming services showcasing vegan-promoting films such as The Game Changers and Forks Over Knives were endorsed by 28.9% of participants who identified it as the main facilitator for greater numbers of U.S. consumers recently transitioning to a vegan diet. The main barrier identified by individuals when making the transition to veganism was lack of culinary/cooking/shopping knowledge (28.6%). The main barrier perceived as preventing others from becoming vegan was preference for animal products (43.6%). Over half (51.3%) of participants stated that their ethical convictions on avoiding meat consumption and/or animal rights was the main reason they felt confidence in identifying as vegan. Multiple influencing factors for maintaining the diet after transition to veganism were endorsed, with more than half (55.3%) of participants indicating meat disgust and/or disgust with animal products was a factor. Researching medical/nutrition information was the next most endorsed reason (43.2% of participants) for maintaining the diet. Participants indicated that plant-based meat and dairy alternatives were helpful in making a vegan diet easier to adopt (39.0%). Nearly one-third (31.1%) of participants thought that these alternatives were stepping stones to ease transition to veganism. Of the societal components that helped people become vegan, media was endorsed by the most participants (36.8%). The majority of participants (51.6%) perceived that policy changes (e.g., removing subsidies and/or adding subsidies for vegan foods) would be needed for the majority of U.S. consumers to transition to veganism.

Table 2.

Frequencies of Personal and Perceived Motivators for Veganism and Personal and Perceived Barriers to Veganism.

	n	%
Facilitators for veganism
Main personal facilitator for becoming vegan (n = 1139)
Animal ethics	672	59.0
Environmental concerns	95	8.3
Health concerns	297	26.1
Other	75	6.6
Main perceived facilitator for flexitarians to become vegan (n = 1131)
Animal ethics	389	34.4
Highlighting other vegans	88	7.8
Increasing nutritional information	382	33.8
Highlighting environmental issues	272	24.0
Most effective strategy perceived in helping others become vegan (n = 1137)
Information centered on animal rights	157	13.8
Information about shopping, meal prep, cooking, cost-effectiveness of veganism	457	40.2
Information on health and nutritional benefits of veganism	317	27.9
Showcasing examples of other vegans/vegan celebrities	66	5.8
Information on sustainability/environmental benefits of veganism	140	12.3
Main perceived facilitator for recent increase in transitioning to veganism (n = 1117)
Streaming services showing vegan-promoting films (e.g., Game Changers, Forks over Knives)	323	28.9
Increased dialogue/relationship between climate change and animal consumption	151	13.5
Social media spreading vegan-related information	141	12.6
Celebrities/athletes/influencers identifying as vegan/plant-based	83	7.4
Rise of meat/dairy alternative companies (e.g., Beyond Meat, Impossible, Just)	225	20.1
COVID-19 pandemic/dangers of zoonotic disease	24	2.1
Flexitarianism (e.g., reduction of consumption of animal products), meatless Mondays, and “plant-based” viewed as friendly	121	10.8
Barriers to veganism
Main personal barriers to becoming vegan (n = 1134)
None	217	19.1
Social judgment/peer judgment	224	19.8
Lack of nutritional information	111	9.8
Lack of culinary/cooking/shopping knowledge	324	28.6
Financial concerns (i.e., veganism is expensive)	48	4.2
Not knowing what vegan means	33	2.9
Other	177	15.6
Main perceived barrier preventing others from becoming vegan (n = 1136)
Lack of nutritional information	222	19.5
Preference for animal products	495	43.6
Lack of vegan options	88	7.7
Fear of being labeled “vegan”	87	7.7
Belief that being vegan is expensive	64	5.6
Political influence (i.e., veganism is for liberals)	88	7.7
Stigma with strength/fitness (i.e., veganism makes you weak)	92	8.1

Chi square tests were used to examine the relationship between time to become vegan and length of veganism with main motivator for becoming vegan and main perceived facilitator for flexitarians to become vegan (Table 4). There was a significant association (χ² = 37.07, P < .001, Φ = .180) between length of veganism and main motivator for becoming vegan, with significant cell counts for all reasons provided except “other.” Expected counts for animal ethics were lower for those vegan >4 years, while expected counts for environmental concerns and health concerns were higher than those observed. Expected counts for animal ethics were higher for those vegan ≤4 years, while expected counts for environmental concerns and health concerns were lower than those observed. There was also a significant association (χ² = 17.35, P = .001, Φ = .124) between length of veganism and main facilitator for flexitarians to become vegan, with significant values in cells for animal ethics and increasing nutritional information. Expected counts for animal ethics were lower for those vegan >4 years, while expected counts for increasing nutritional information were higher than those observed. Expected counts for animal ethics were higher for those vegan ≤4 years, while expected counts for increasing nutritional information were lower than those observed. There were no associations between time to become vegan and the main motivator for becoming vegan nor main perceived facilitator for flexitarians to become vegan.

Table 3.

Frequencies of Personal Identification and Transitioning to Veganism and Opinions on Societal Needs for Veganism to Flourish in the United States.

	n	%
Identification and transitioning to veganism
Confidence in identifying as vegan (n = 1137)
Strong ethical convictions: Avoiding animal consumption and/or animal rights	583	51.3
Adequate information (shopping, cooking, nutrition)	106	9.3
Vegan friends/part of a vegan community	97	8.5
Information (environmental impacts of eating vegan/avoiding animal foods)	107	9.4
Positive improvement in health, energy, general well-being	244	21.5
Influencing factors for maintaining diet upon transition to veganism (n = 1133)^a
Living with/being with other vegans	305	26.9
Understanding how to cook new foods	394	34.8
Meat disgust/disgust with animal products	626	55.3
Researching medical/nutritional information	489	43.2
Understanding severity of environmental impact of eating animals	568	50.1
Opinions
Views on plant-based meat/dairy alternatives in relation to veganism (n = 1137)
Stepping stones for transitioning to veganism	354	31.1
Can help end animal agriculture	225	19.8
Can spark national spotlight on veganism	98	8.6
Make being vegan easier	443	39.0
Do not help people become vegan	17	1.5
Most pivotal societal component to help people become vegan (n = 1133)
Government	101	8.9
Public education	322	28.4
Business/economic sector	104	9.2
Community organizations/social institutions	146	12.9
Media	417	36.8
Other	43	3.8
Strategy needed for creating vegan majority of U.S. consumers (n = 1135)
Policy change (removing subsidies and/or adding subsidies for vegan foods)	586	51.6
Better nutrition education	313	27.6
Increased marketing/improved marketing of vegan foods	202	17.8
Increased activism/combined efforts of current vegans	34	3.0

^aParticipants were instructed to choose all that applied.

Chi square tests were used to examine relationships between time to become vegan and length of veganism with the most effective strategy perceived for helping all others become vegan (Table 5). There was an association between length of veganism and the most effective strategy perceived for helping others become vegan (χ² = 12.07, P = .017, Φ = .103), with significant cell counts for information on the health and nutritional benefits of eating vegan. Expected counts for information on the health and nutritional benefits of eating vegan were higher for those vegan >4 years and lower for those vegan ≤4 years compared to those observed. There was no association between time to become vegan and most effective strategy perceived for helping all others become vegan.

Table 4.

Chi Square Tests Examining the Relationship Between Time to Become Vegan and Length of Veganism With Main Motivator for Becoming Vegan and What Would be Most Effective Facilitator Perceived in Helping Flexitarians to Fully Become Vegan.

	Main Motivator for Becoming Vegan
	Animal Ethics	Environmental Concerns	Health Concerns	Other*	X²	P	Φ
Time to become vegan (n = 1122)					4.69	.196	.065
>1 month, n	352	44	140	31
≤1 month, n	312	48	153	42
Length of veganism (n = 1138)					37.07	<.001	.180
>4 years, n	368	31	115	26
≤4 years, n	303	64	182	49

	Most Effective Facilitator Perceived in Helping Flexitarians Become Vegan
	Animal Ethics	Highlighting Other Vegans	Increasing Nutritional Information	Highlighting Environmental Issues	X²	P	Φ
Time to become vegan (n = 1114)					5.28	.152	.069
>1 month, n	202	51	179	132
≤1 month, n	182	34	198	136
Length of veganism (n = 1130)					17.35	.001	.124
>4 years, n	207	33	155	140
≤4 years, n	182	54	227	132

*Significant based on the exact approach under the Holm-Bonferroni correction.

Chi square tests were used to examine the main perceived facilitator for the recent increase in transitioning to veganism (Table 6). There was an association between time to become vegan and the main perceived facilitator for the recent increase in transitioning to veganism (χ² = 16.81, P = .019, Φ = .123), with significant cell counts using the Holm-Bonferroni correction for increased dialogue/association of climate change and animal consumption. Expected counts for increased dialogue/association of climate change and animal consumption were higher for those >1 month to become vegan and lower for those ≤1 month to become vegan. There was no association between length of veganism and the main perceived facilitator for the recent increase in transitioning to veganism.

Table 5.

Chi Square Tests Examining Relationships Between Time to Become Vegan and Length of Veganism With the Most Effective Strategy Perceived in Helping Others Become Vegan.

	Information Centered Around Animal Rights	Information About Shopping/Meal Prep/Cooking/Cost-Effectiveness of Eating Vegan	Information on the Health and Nutritional Benefits of Eating Vegan	Showcasing Examples of Other Vegans/Vegan Celebrities	Information on the Sustainability/Environmental Benefits of Eating Vegan	X²	P	Φ
Time to become vegan (n = 1120)						5.80	.215	.072
>1 month, n	81	231	144	40	69
≤1 month, n	74	223	165	24	69
Length of veganism (n = 1136)						12.07	.017	.103
>4 years, n	83	220	126	36	73
≤4 years, n	74	236	191	30	67

Chi square tests were used to examine relationships between time to become vegan and length of veganism with the main barrier to becoming vegan and the main perceived barrier preventing others from becoming vegan (Table 7). There was a significant association between time to become vegan (χ² = 24.34, P < .001, Φ = .147) and length of veganism (χ² = 23.80, P < .001, Φ = .145) with main perceived barrier to becoming vegan, with significant cell counts for the “none” response. For the time to become vegan, expected cell counts were higher for those >1 month to become vegan and lower for those ≤1 month to become vegan compared to those observed for no barriers (i.e., none). For the length of veganism, expected cell counts were lower for those vegan >4 years and higher for those vegan ≤4 years compared to those observed for no barriers (i.e., “none”). There were no associations between time to become vegan (χ² = 7.47, P = .280, Φ = .082) and length of veganism (χ² = 4.57, P = .600, Φ = .063) with barriers preventing others from becoming vegan.

Table 6.

Chi Square Tests Examining Relationships Between Time to Become Vegan and Length of Veganism With the Perceived Main Facilitator for the Recent Increase in Transitioning to Veganism.

	Streaming Services (e.g., Netflix) Showing Vegan-Promoting films (e.g., Game Changers, Forks Over Knives)	Increased Dialogue/Association of Climate Change and Animal Consump-tion*	Social Media Spread-ing Vegan-Related Inform-ation	Celebrities, Athletes and Influen-cers Being Vegan/Eating More Plant-Based	Rise of Beyond Meat, Imposs-ible, Just etc.	COVID-19 Pandemic/Dangers of Zoonotic Disease	Flexitar-ianism (Reducing Animal Consump-tion), Meatless Mondays, and “Plant-Based” Viewed as Friendly	Other	X²	P	Φ
Time to become vegan (n = 1116)									16.81	.019	.123
>1 month, n	158	64	86	51	107	15	59	24
≤1 month, n	165	87	55	32	118	9	62	24
Length of veganism (n = 1116)									6.36	.498	.075
>4 years, n	140	75	73	36	112	12	54	27
≤4 years, n	183	76	67	47	113	12	67	22

*significant based on the exact approach under the Holm-Bonferroni correction.

Table 7.

Chi Square Tests Examining Relationships Between Time to Become Vegan and Length of Veganism With Main Perceived Barrier With Becoming Vegan and Preventing Others From Becoming Vegan.

	Main Perceived Barrier to Becoming Vegan
	None	Social Judgment/Peer Judgment	Lack of Nutri-tional Inform-ation	Lack of Culinary/Cooking/Shopping Knowledge	Financial Concerns (i.e., Vegan is Expensive)	Not Knowing What Vegan Means	Other	X²	P	Φ
Time to become vegan (n = 1114)								24.34	<.001	.147
>1 month, n	80	120	61	175	24	11	96
≤1 month, n	134	101	47	147	23	22	81
Length of veganism (n = 1130)								23.80	<.001	.145
>4 years, n	131	100	43	153	17	19	76
≤4 years, n	86	124	68	171	30	14	101

	Main Perceived Barrier Preventing Others From Becoming Vegan
	Lack of Nutritional Information	Preference for Animal Products	Lack of Vegan Options	Fear of Being Labelled “Vegan”	Belief That Being Vegan is Expensive	Political (i.e., Veganism is Liberal)	Stigmas With Strength/Fit-ness (e.g., Veganism Makes You Weak)	X²	P	Φ
Time to become vegan (n = 1114)								7.47	.280	.082
>1 month, n	110	250	41	46	26	38	54
≤1 month, n	106	238	46	39	37	50	38
Length of veganism (n = 1130)								4.57	.600	.063
>4 years, n	103	230	49	44	31	42	38
≤4 years, n	119	265	39	42	33	46	54

Discussion

The current study sought to examine the motivators for becoming vegan, barriers to veganism, identification and transitioning to veganism, and participants’ opinions on eliciting widespread adoption of a vegan diet. Animal ethics and information on shopping, cooking, meal preparation and cost-effectiveness of veganism were identified as facilitators for becoming vegan while preference for animal products was identified as a barrier to becoming vegan. Animal rights and meat disgust were salient reasons for identifying as vegan and maintaining the diet. Plant-based alternatives to meat and dairy were viewed as beneficial for those transitioning to veganism while policy subsidies and the media’s portrayal of veganism were identified as societal components that need to be highlighted in order to motivate U.S. consumers to become vegan. Results from the chi square analyses indicated significant relationships between length of veganism and main motivator for becoming vegan, most effective facilitator in helping flexitarians to fully become vegan, most effective strategy in helping others become vegan, and main barrier to becoming vegan. There was also a significant relationship between time to become vegan and perceived main facilitator for the recent increase in transitioning to veganism, along with main barrier to becoming vegan.

Among those who identified as being vegan >4 years, endorsement of animal ethics as the main facilitator to become vegan was greater than expected, while observed counts for environmental and health concerns were endorsed less than expected. The opposite was seen among those who identified as vegan ≤4 years, with animal ethics endorsed less than expected and environmental and health concerns endorsed more than expected. These findings support results from a study conducted among 508 Austrians, with 127 identified as vegan and the majority (68.5%) indicating that animal-related motives were responsible for the dietary change made to adopt veganism. When separating the vegan sample into early adopters (>6 years vegan, n = 38) and late adopters (≤6 years vegan, n = 46), 13.3% of late adopters (i.e., those who were vegan for less time than early adopters) indicated environment-related motives, whereas 0% of early adopters chose environment. Distaste of meat was indicated by 23.7% of early adopters, and only 4.4% of late adopters. Animal-related motives, health, and “other” reasons were more evenly distributed between the 2 groups.¹⁵ The results from the current study may be a reflection of the historical evolution of veganism in today’s society. The ethical treatment of animals was a cited concern of individuals adopting a vegan diet well before evidence that supports improved health outcomes among those consuming plant-based diets or the environmental effects of greenhouse gas emissions from animal husbandry were documented.¹⁶ While those who identify as vegan ≤4 years also endorse animal ethics as a main motivator for veganism, the role that health and climate change play on consumer decisions may be more salient among those who recently transitioned to the diet.¹⁷

The endorsements for one’s own motivation to become vegan were similar to responses for perceived facilitators for flexitarians to become vegan and strategies that could be used for all others to become vegan. The endorsement of animal ethics as the main perceived facilitator for helping flexitarians become vegan was higher than expected for those vegan >4 years, whereas nutritional information was higher than expected for those vegan ≤4 years. Information on the health and nutritional benefits of eating vegan were lower than expected for those vegan >4 years, and higher for those vegan ≤4 years. These results align with previous research conducted among 2 groups (one group of vegetarians and one group of flexitarians) that showed for every unit increase in animal concerns, the odds of being in the vegetarian group (vs flexitarian group) increased by over 105%, while for each unit increase in health motivations, the odds of being in the vegetarian group decreased by 39%.¹⁸ These results reflect that flexitarians may be motivated to reduce meat consumption due to health concerns compared to those who identify as vegetarian, who may be motivated more by animal ethics. Additional research that examined the results from multiple studies supports the current study’s results. A recent narrative review of 23 studies that examined the motivators and inhibitors of replacing meat with meat alternatives in developed countries found that 5 studies identified health as a determining factor for consuming meat alternatives, with participants perceiving non-meat alternatives as healthy substitutes. Providing information on health aspects of consuming meat alternatives and increasing knowledge of sources of meat alternatives were identified in multiple studies as potential motivators for consuming vegetarian and/or vegan options.¹⁹

Among those who transitioned to veganism in ≤1 month, observed counts for dialogue/association of climate change and animal consumption as the reason for the recent increase in more people transitioning to veganism were higher than expected. For those who took >1 month to become vegan, observed counts for increased dialogue/association of climate change and animal consumption were lower. A survey conducted among 853 German vegans identified reports on factory farming and climate protection as the most endorsed motivators for becoming vegan.²⁰ Advocating for veganism through climatic-focused arguments may be compelling for quickly embracing dietary change. The recent rise in awareness and acknowledgment of the effects of animal agriculture on the health of the planet, combined with the previously cited animal rights and health concerns may be the final tipping point for those who transition to veganism.²¹

For those who transitioned to veganism in ≤1 month, observed counts were higher for no barriers and observed counts were lower for those >1 month to transition. The practical elements of engaging with the behavior of vegan eating including having immediate access to a variety of vegan foods, “transition” recipes for cooking reduced-meat or vegan meals, and time for preparing home-cooked meals may already be in place among those who quickly adopt a vegan diet.²² For those who took longer to adopt veganism, they may have faced more barriers with judgment from family, friends, and peers along with lack of culinary/cooking/shopping knowledge.²³ Among those who were vegan >4 years observed counts were higher for no barriers identified, while for those vegan ≤4 years counts were lower for those indicating no barriers. Maintaining veganism for a longer period of time may minimize the barriers faced during their initial transition, or participants may fail to recall those barriers. It is also possible that the barriers that they faced were not indicated in the questionnaire and thus they chose “none.” The barrier most identified by participants was lack of culinary/cooking/shopping knowledge. This finding is supported by results from a recent comprehensive review that identified barriers to adopting a vegan diet including complications with meal preparation and limited availability of vegan-friendly options in restaurants.²⁴ Due to the current greater availability of a variety of vegan-friendly alternatives in grocery stores (e.g., Just Egg, Beyond Meat) and in restaurants (e.g., Impossible Whopper™ at Burger King, KFC’s Beyond Fried Chicken), those who recently transitioned to a vegan diet may find that practical applications of veganism such as recipe knowledge are not as immediate to successful adoption.

Among the participants surveyed, streaming of documentary films that promote plant-based diets and the sharing of information via social media have served as important facilitators in increasing awareness of the health and environmental impacts of veganism. Furthermore, social media and the highlighting of celebrities on these platforms have the potential to unpack the practicality of plant-based eating and provide diverse representations of what it means to be vegan beyond simply being an animal rights activist. Doyle²⁵ indicates that social media makes celebrities more accessible than ever before and can bring authenticity to the vegan experience by providing a closer look at their everyday life. This positive approach to veganism can help dispel the stigmas of veganism being a restrictive dietary pattern while displaying the fulfilling life it can provide. Other research stresses the importance of celebrities being authentic in their activism and presentation because they can often be met with skepticism.²⁶ Whether it is Formula One racing champion Lewis Hamilton opening vegan burger chains,²⁷ socialite and influencer Kim Kardashian promoting her transition to veganism to her 313 million followers on Instagram and signing on as the chief taste consultant for Beyond Meat, Inc.,²⁸ or Bill Gates’ multi-million dollar investments in plant-based meat companies,²⁹ the collective impact of these business ventures is substantial. While the impact on transitioning more consumers to veganism is yet to be determined, the awareness of this potential shift in behavior among consumers is growing, with the possibility of redefining social norms.

The current study has numerous strengths including the large sample size of the vegan population in the United States was surveyed. With only 3% of the U.S. population identifying as vegan,³⁰ few studies have yielded as much data from this U.S. minority group. Furthermore, few studies have examined this population specifically or studied it with the multifaceted nature that the online questionnaire provided, which reduces interviewer bias and social desirability bias.³¹ While all vegans might not be on social media or members of each social media group who responded to the survey, the ability to capitalize on social media for recruitment was another strength of the study. However, surveying individuals on a social media platform does preclude individuals who do not use this mode of communication from participating, resulting in selection bias. In addition to these strengths, the current study also has limitations. For example, this study did not fully examine the complete breakdown of each participant's diet or the specific actions within the transition process; yet, understanding this population’s transition could vastly aid those battling chronic illness or provide support for governments seeking to utilize plant-based eating as a form of climate change mitigation. Another limitation of this analysis is the exclusive focus on vegan consumers, the vast majority (79%) with a college degree or higher. It may have been more impactful to survey more vegans from varied educational backgrounds and non-vegan consumers; however, surveying non-vegan consumers would not have garnered the insights to what leads to adherence of adopting veganism.

Conclusions

Animal ethics and health concerns were endorsed as personal motivators and perceived facilitators for others to become vegan. Possessing practical skills such as shopping, meal prep, and cooking were identified as a perceived facilitator, while lack of such skills was a perceived barrier. Streaming services and the recent rise in popularity of plant-based food corporations were also endorsed as perceived facilitators for others to become vegan.

Animal ethics are a salient motivator for becoming vegan and maintaining the diet; yet, the lack of culinary and cooking knowledge and inadequate shopping skills was a key barrier. The practical elements of veganism (cooking/shopping) and understanding nutrition were identified as perceived facilitators for people who consume animals. This is an important implication for marketing and interventions when compared with the previous research. The inability to cook vegan-friendly foods and lack of nutritional information on veganism are prominent barriers; yet, these have a role in long-term adherence to plant-based eating behavior. An important consideration emerges with how food producers, educational organizations, and health interventionists can implement these findings to inform on future health interventions and marketing of meat-alternative products without leading to additional barriers.

Ultimately, it will take more than new plant-based meat alternatives, environmental concerns, or a vegan minority of consumers to shift dietary behavior in the United States. This transition will require coordination across civil society, governments, health and environmental organizations, and businesses.³² Further research can support the creation of a more just, sustainable, and healthy food system.

Supplemental Material

Supplemental Material - Facilitators and Barriers for Adopting a Plant-Based Diet: Results From a Pilot Study Among Vegans in the United States

Supplemental Material for Facilitators and Barriers for Adopting a Plant-Based Diet: Results From a Pilot Study Among Vegans in the United States by Nanette V. Lopez, Eric Sirvinskas, and Jay T. Sutliffe in American Journal of Lifestyle Medicine.

Footnotes

Acknowledgments

The authors would like to thank the participants who responded to the survey.

Author Contributions

ES and JTS designed the study. NVL conducted the data analysis. ES and NVL drafted the initial manuscript. ES, JTS, and NVL reviewed the final draft and approved of the submission.

Declaration of Conflicting Interests

The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

Funding

The author(s) received no financial support for the research, authorship, and/or publication of this article.

ORCID iDs

Nanette V. Lopez

Jay T. Sutliffe

Data Availability Statement

provided by corresponding author upon request.³³

Supplemental Material

Supplemental material for this article is available online.

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Supplementary Material

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