Concordia University Research: The Unexpected Social Challenges of Veganism
Choosing a vegan lifestyle is a deeply personal and often ethically driven decision. However, a new study from Concordia University reveals that successfully navigating a vegan diet – one free from all animal products – isn’t just about food choices; it’s about managing complex social dynamics. The research, published in the Journal of Consumer Research, sheds light on the relational fractures vegans often experience and the coping mechanisms they employ.
The Study: A Deep Dive into the Vegan Experience
Led by Aya Aboelenien, now an associate professor at HEC Montréal, and co-authored by Zeynep Arsel, a professor in the Department of Marketing at Concordia’s John Molson School of Business, the study spanned from 2017 to 2022. Researchers immersed themselves in the vegan community, conducting interviews, attending festivals, protests, and analyzing online discussions on platforms like Reddit. This comprehensive approach allowed them to identify recurring patterns in the challenges vegans face.
Three Types of Relational Fractures
The research identified three primary types of fractures that can strain relationships for vegans:
- Co-performance Fractures: These arise when veganism disrupts shared activities, like family meals. The need for accommodation can lead to tension and the perception of vegans as “difficult.”
- Co-learning Fractures: Conflicts within the vegan community itself can occur, particularly for newcomers seeking guidance. Disagreements over what constitutes “true” veganism and how to interact with non-vegans can create division.
- Marketplace Fractures: Despite the growing popularity of plant-based options, vegans often struggle to find businesses – restaurants and supermarkets – that adequately cater to their dietary needs.
“Many of the people I spoke to really wanted to discuss the personal struggles they faced, which in many instances discouraged them from maintaining a vegan lifestyle,” explains Aboelenien. “Many of them just retreated from veganism because of the stress in their personal relationships.”
Navigating the Challenges: Four Social Skills
The study also identified four key social skills vegans develop to manage these conflicts:
- Decoding: Explaining vegan choices to friends and family, and continuously learning about veganism.
- Decoupling: Participating in social events alongside omnivores while avoiding conflict triggers, such as bringing their own food.
- Divesting: Avoiding problematic food-related relationships altogether, refusing to share meals with non-vegans.
- Chameleoning: Adapting to social situations by occasionally compromising their vegan principles to avoid conflict.
Beyond Veganism: Broader Implications
The researchers emphasize that these patterns aren’t unique to veganism. “If you stand apart from the norm for ethical reasons, like driving an electric car or trying to live a green, sustainable life, others may take it as you trying to impose a moral lens on practices they’ve had for a long time,” says Aboelenien. Arsel adds, “A lot of consumption is moral, even if we don’t think it is. And when there is a moral element, it is bound to cause friction.”
This research from Concordia University provides valuable insights into the social complexities of ethical consumption and the challenges individuals face when aligning their values with their lifestyle.
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