"Once You Know Something, You Can't Not Know It" An Empirical Look at Becoming Vegan

In spite of a growing body of vegetarian literature, there remains a lack of information about how people learn to become vegan. Using qualitative methodology, this research identified a psychological process of how people learn about and adopt veganism. Elements of the process include who I was, catalytic experiences, possible repression of information, an orientation to learn, the decision, learning about veganism, and acquiring a vegan world view. Noteworthy observations include individual and temporal variation in the use of logic and emotion, the centrality of reading, the repression and recollection of undesirable information, and the importance of two types of learning tasks to successful vegans.