Veganism is increasingly understood as a moral lifestyle rather than a dietary choice. This study explores how individuals experience life after becoming vegan, focusing on emotional well-being, social relationships, and perceptions of society. Data were collected via a qualitative online questionnaire and analysed using inductive content analysis; participants also completed semantic differential scales assessing perceptions of veganism. Results indicated that veganism was predominantly experienced as psychologically affirming, characterised by alignment between values and behaviour. Yet participants reported emotional burden related to heightened awareness of animal suffering, social exclusion, and systemic injustice. Emotional experiences varied by social proximity, with more positive or regulated emotions reported in close relationships and predominantly negative emotions directed toward society at large. Online vegan communities emerged as important sources of support. Overall, the findings highlight veganism as a lived moral identity that fosters psychological coherence while requiring ongoing emotional regulation in a largely non-vegan world.
Mittmann et al. (Thu,) studied this question.