To V or Not to V: Contingencies of Going Vegan

This study examines mobilization processes with a particular focus on how people come to contemplate and embrace or reject veganism. Engaging the narratives of 33 interview participants who interacted with vegan advocacy networks in Greater Philadelphia, the study accounts for how prospective vegans negotiate forces, such as social networks and ties, that activate or hinder their mobilization; and for how they prioritize veganism among other priorities. Among other manners, participants came to contemplate the prospect of becoming vegan upon recognizing veganism as congruent with their other priorities. Participants who became vegan were more likely than participants who did not to prioritize altruism, to seek information that motivated and empowered them, and to deploy strategies to attenuate antagonism. The study’s findings suggest that participation in food movements is contingent on how prospective participants prioritize, on the incentives and mindset with which they contemplate participation, and on their capacity to participate.