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Consumers’ motivations for adopting a vegan diet

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Although switching to a vegan diet may offer advantages for the general public’s health and the environment, Mahsa Ghaffari discusses that dietary practices have concentrated on vegetarianism; therefore, little is currently known about veganism.

Image courtesy of interviewee. January 16, 2024

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This video video discusses the differences between veganism and vegetarianism, positioning veganism as a comprehensive lifestyle and philosophy rather than merely a dietary choice. It outlines how veganism extends beyond diet and influences various aspects of life, including clothing and transportation, contributing to environmental sustainability and social inclusion.

The narrative also addresses common misconceptions about vegan products being more expensive, explaining that many consumers differentiate between types of vegan products. This video video highlights the positive societal impacts of veganism and emphasizes the responsibility of marketers to promote vegan culture by understanding consumer motivations.

The study referenced employs qualitative methods to explore why individuals choose veganism and how specific product attributes influence their choices. It identifies five key product attributes (price, taste, freshness, nutritional value, and cruelty-free ingredients) and seven motivations (health, environmental protection, avoiding animal cruelty, etc.). These motivations align with broader value systems, which can be self-transcendent or self-directed.

This video video notes limitations in the current research, suggesting the need for further studies that consider cultural differences and social influences on veganism. Ultimately, the research aims to foster a natural growth of veganism by aligning marketing strategies with consumer values and preferences.

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00:00.225 --> 00:03.565
It was about, veganism instead of vegetarianism.

00:03.665 --> 00:05.285
And the difference between veganism

00:05.285 --> 00:08.365
and vegetarianism in lay words is veganism

00:08.425 --> 00:09.485
is a way of living.

00:09.795 --> 00:11.245
It's a philosophy of life.

00:11.435 --> 00:15.165
It's not just about the diet that people, take.

00:15.345 --> 00:17.245
So when you look at the literature,

00:17.245 --> 00:19.365
they're talking about vegetarianism, where people,

00:19.445 --> 00:23.125
they're trying to consume more vegetables and less meat.

00:23.705 --> 00:26.445
Um, but they are just talking about what they eat.

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It's just about their diets.

00:28.425 --> 00:32.565
But when we look at the veganism, maybe we start with,

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the diet, you know, what people eat,

00:34.905 --> 00:36.725
but then later on, it will transcend

00:36.725 --> 00:38.485
to different lifestyles.

00:38.685 --> 00:40.325
So, for example, most vegans,

00:40.355 --> 00:42.325
it's not just about their dietary habits,

00:42.635 --> 00:44.805
it's about what they wear.

00:45.465 --> 00:48.845
So, and then whether what, how they travel,

00:48.845 --> 00:50.285
whether they use cars.

00:50.385 --> 00:53.285
So it's, it's becoming a philosophy of life, really.

00:54.285 --> 00:57.785
We knew that, veganism is good not only

00:57.845 --> 00:59.865
for health benefits for individuals,

00:59.865 --> 01:03.265
but also for societal impact for the society, not only

01:03.285 --> 01:05.705
for the environment, but for social inclusion.

01:06.135 --> 01:07.625
Believe it or not, we think

01:07.625 --> 01:09.825
that vegan products are more expensive.

01:10.015 --> 01:11.865
This is the perception of people.

01:12.245 --> 01:14.865
But when you look at the real, you know,

01:15.015 --> 01:17.385
it's really interesting because vegan consumers,

01:17.415 --> 01:20.905
they distinguish between junk vegan, branded vegan,

01:21.125 --> 01:22.825
and normal vegan products.

01:22.845 --> 01:26.105
So when you look at the vegetables, for example, they're not

01:26.105 --> 01:27.105
that expensive.

01:27.525 --> 01:30.345
And then it, it is something that we know that is good

01:30.345 --> 01:31.345
for the society.

01:31.605 --> 01:34.505
It can, so when you, we use, for example,

01:34.595 --> 01:37.825
vegan products, and not, for example, meat.

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We are not going to cultivate animals, whatever.

01:40.845 --> 01:43.385
So we are reducing this carbon footprint

01:43.445 --> 01:46.265
and all this carbon emission that we are talking about.

01:46.285 --> 01:47.585
So it's good for the environment.

01:47.965 --> 01:50.585
On the other side, we're talking about this social inclusion

01:50.735 --> 01:54.065
when all of us are u using these vegetables.

01:54.165 --> 01:56.905
So we can create this inclusive culture

01:57.205 --> 01:58.825
and everyone can benefit from that.

01:58.885 --> 02:00.385
So it's good for the society.

02:00.445 --> 02:02.985
We know that veganism is good for the society,

02:03.525 --> 02:06.705
but as marketers, we have a responsibility to think about

02:06.765 --> 02:08.465
how we can promote this culture.

02:09.005 --> 02:12.065
We think veganism is more than just, as we said,

02:12.135 --> 02:15.025
it's more than just a product is a way of living.

02:15.215 --> 02:18.545
It's a philosophy of life. So it's an ideology, let's say.

02:18.725 --> 02:20.145
Um, if we wanna promote it,

02:20.145 --> 02:23.185
we wanna find out why people are vegan in the first place,

02:23.365 --> 02:26.465
why they decide to become vegan, and how we can promote it.

02:26.965 --> 02:29.545
So for promoting it, we use this mean

02:29.665 --> 02:30.785
and Chang technique

02:30.785 --> 02:33.585
where we are using this laddering interview questions,

02:33.645 --> 02:35.985
asking people why they have,

02:36.285 --> 02:38.825
why they're using the products that they are using.

02:39.045 --> 02:40.305
So what sort

02:40.305 --> 02:43.665
of attributes in the products triggered their motivational,

02:44.245 --> 02:46.985
system and why they're using this.

02:47.125 --> 02:48.905
So in other words, what we are trying

02:48.905 --> 02:51.945
to do in this study is trying to find out, okay,

02:52.885 --> 02:55.105
why people are using vegan products,

02:55.525 --> 02:58.785
but then when they go to a supermarket, why

02:58.785 --> 03:01.245
Do have selected one product over the other?

03:01.355 --> 03:04.485
What sort of attributes triggered those motivational factors

03:04.595 --> 03:07.845
that they were, they, they think it's important.

03:08.185 --> 03:11.405
And then this way, what we are hoping is that,

03:11.905 --> 03:14.965
we are talking about these attributes of,

03:14.965 --> 03:17.685
for policy makers and for marketers.

03:17.685 --> 03:21.165
And when we're using these attributes, in

03:21.385 --> 03:23.445
for the products that may be consumers,

03:23.595 --> 03:25.885
they will be more inclined to become vegan.

03:26.025 --> 03:30.085
So this is our intention in this paper, beaver Land,

03:30.085 --> 03:32.685
talking about, plant-based diets.

03:32.985 --> 03:36.925
So again, as I said, when we're talking about this veganism

03:36.985 --> 03:39.445
or vegetarianism, we're talking about the dietary habit.

03:39.625 --> 03:42.805
And we can see that in the literature they're talking about,

03:43.305 --> 03:47.125
different sort of dietary habits like, pescatarian,

03:47.705 --> 03:49.205
you know, or omnivorous.

03:49.205 --> 03:51.125
So we are having different dietary habits.

03:51.505 --> 03:55.045
We talked about, three main categories of vegans.

03:55.045 --> 03:57.085
They, we do have confirmed vegans.

03:57.145 --> 03:59.365
We do have, organized vegans.

03:59.365 --> 04:01.165
Uh, we have individualistic vegans.

04:01.545 --> 04:05.605
So the confirmed vegans, they are just, hanging around,

04:05.945 --> 04:07.645
as I said, is, is an ideology.

04:07.825 --> 04:10.205
So just hanging around with other sort of vegans,

04:10.205 --> 04:11.325
other like-minded people.

04:11.905 --> 04:15.045
Uh, the organized vegans, is different.

04:15.145 --> 04:17.805
So they are, they can hang around with whoever,

04:17.945 --> 04:21.285
but they have an intention to promote this ideology.

04:21.285 --> 04:24.165
They have the intention to preach their, viewpoint.

04:24.545 --> 04:27.125
Uh, whereas individualistic, vegans,

04:27.275 --> 04:29.605
they are just vegan for themselves.

04:29.665 --> 04:32.045
So we, we can see that we,

04:32.065 --> 04:34.485
we do have different levels of vegans.

04:34.905 --> 04:37.605
And then, what we are, you know, what the,

04:37.715 --> 04:39.965
this study is telling us is that we are not dealing

04:39.965 --> 04:41.245
with one group of people.

04:41.465 --> 04:44.285
So it is, as I said, it's an ideology,

04:44.305 --> 04:47.405
but still the intensity of that ideology is different.

04:47.825 --> 04:52.605
And then we wanna find out why, people are choosing

04:52.665 --> 04:55.325
to become vegan from one sort and the or the other.

04:55.665 --> 04:59.285
And then in one group of, vegan, what sort of,

04:59.285 --> 05:00.845
attributes are important for them.

05:01.225 --> 05:04.565
So to put it, in a very simple tab, for example, one

05:04.565 --> 05:06.845
of the vegan consumers we interviewed,

05:07.065 --> 05:09.045
she was talking about junk vegans.

05:09.345 --> 05:10.605
She said that,

05:10.675 --> 05:15.165
because I am motivated to become vegan for health benefits,

05:15.765 --> 05:19.205
I do not like to use junk vegan products.

05:19.205 --> 05:21.085
So, for example, the sausages,

05:21.185 --> 05:23.885
the plant-based sausage sausages in supermarket,

05:24.065 --> 05:25.245
she said, this is junk.

05:25.505 --> 05:26.765
You know, this is junk food.

05:26.785 --> 05:31.285
As a vegan, I have, an accountability for what I use,

05:31.315 --> 05:35.005
what I consume, and I don't want to use junk food.

05:35.505 --> 05:38.325
So, this is what, she said, yeah,

05:38.825 --> 05:40.525
we had a sequential mix method.

05:40.625 --> 05:43.325
We started with this qualitative laddering technique

05:43.325 --> 05:46.245
where we were trying to find out the attributes

05:46.305 --> 05:50.365
of the product, the consequences, and then the value system.

05:50.545 --> 05:53.765
As I said in the literature, Schwartz is the seminal author

05:53.865 --> 05:56.885
who is talking about the values. And, he

05:56.925 --> 05:59.605
Believes that, I mean, the literature shows us,

05:59.625 --> 06:01.685
and the studies shows us as well,

06:01.705 --> 06:04.285
the value would derive our behavior more than

06:04.285 --> 06:05.365
just the attitudes.

06:05.825 --> 06:08.285
Um, so what we were trying to do in this study,

06:08.385 --> 06:11.565
we were trying to look at how the attributes are linked

06:11.565 --> 06:14.525
to the consequences and the consequences to value system.

06:14.625 --> 06:17.925
In other words, how these attributes can trigger the value

06:17.985 --> 06:21.325
system that we hold, and, why we're using that.

06:21.905 --> 06:24.405
Um, so we use this sequential mix method.

06:24.545 --> 06:26.925
The first phase, we use this laddering technique,

06:26.925 --> 06:30.325
the qualitative interviews with, British consumers.

06:30.665 --> 06:33.525
We use 20 consumers, vegan consumers,

06:33.665 --> 06:36.245
and then we used, a representative sample.

06:36.345 --> 06:39.525
So it would be a wide range of consumers that we used.

06:39.985 --> 06:44.725
Um, it can be from, so, you know, some vegans

06:44.725 --> 06:46.965
who were, not vegan by bird,

06:46.985 --> 06:49.565
but some vegans that they were vegan by bird.

06:49.705 --> 06:51.965
So we had this variability in our data.

06:52.545 --> 06:54.605
We started this interview with them trying

06:54.605 --> 06:57.845
to have this make, creating this matrix where we have this,

06:58.185 --> 07:00.645
attributes, the consequences and values.

07:00.785 --> 07:02.365
We had a cutoff point of five.

07:02.545 --> 07:06.565
So, where the linkage between attributes value,

07:06.565 --> 07:08.925
consequences and values, we've set the cutoff point

07:08.985 --> 07:13.005
of five in order to, make the analysis easier,

07:13.415 --> 07:16.525
after which we were trying to do a quantitative study.

07:16.985 --> 07:21.765
Uh, we ran, this study among, 400 participants,

07:22.065 --> 07:26.245
UK and American consumers, trying to validate the study

07:26.305 --> 07:27.685
of our qualitative phase.

07:28.025 --> 07:32.005
And we, what we found is that, the attributes

07:32.005 --> 07:35.565
that we found and the motivation that we found are valid.

07:36.145 --> 07:39.965
So what we found is that there are, five attributes

07:39.995 --> 07:42.085
that are very important for consumers.

07:42.185 --> 07:46.125
It can be from a very functional, attributes

07:46.185 --> 07:47.765
to more psychological attributes.

07:47.785 --> 07:50.005
So we have like economic,

07:50.545 --> 07:53.005
or for example, the price, the taste of the product,

07:53.105 --> 07:55.965
the freshness of the product, the nutritional value

07:55.985 --> 07:59.405
of the product or the ingredients, the animal,

07:59.885 --> 08:01.845
cruelty-free, for example, ingredients

08:01.845 --> 08:03.245
that very important for consumers.

08:03.545 --> 08:08.125
And then the motivations, that would trigger, where,

08:08.345 --> 08:11.445
seven motivations, for example,

08:11.625 --> 08:13.005
it would be enjoying eating.

08:13.225 --> 08:17.165
It can be becoming healthy, protecting the environment,

08:17.605 --> 08:20.365
avoiding animal cruelty, feeling guilt-free,

08:20.745 --> 08:22.085
and feeling effective

08:22.265 --> 08:26.565
and feeling positive, which would, translate into,

08:26.785 --> 08:30.165
two broad, value systems, self transcendent

08:30.265 --> 08:32.685
and self, directed values.

08:32.905 --> 08:36.605
So, some of the values are, just,

08:36.955 --> 08:38.125
self-directed action.

08:38.145 --> 08:39.485
So it's just for people,

08:39.585 --> 08:41.885
but some of them transcend into the societal values,

08:41.945 --> 08:45.005
and it's not just for the sake of the vegan consumers, is

08:45.005 --> 08:47.725
for the broader societal people who are involved.

08:48.735 --> 08:50.995
And then what we found in the quantitative phase,

08:51.335 --> 08:54.795
we confirmed, we did this, vector analysis, and

08:54.795 --> 08:57.645
We found that the attributes that we found are valid.

08:58.265 --> 09:01.365
The marketers, we are trying to, instead

09:01.365 --> 09:04.365
of just asking people to adopt a vegan diet, we are trying

09:04.365 --> 09:07.045
to, understand their viewpoints

09:07.065 --> 09:08.085
and then translate

09:08.085 --> 09:10.165
what they want into the mar the product

09:10.165 --> 09:11.365
packaging, for example.

09:11.505 --> 09:13.645
So what sort of packaging they like, what sort

09:13.645 --> 09:16.885
of attributes they like to be, to see in the products.

09:17.345 --> 09:19.965
Um, so this is one way that we can promote

09:20.305 --> 09:23.565
and we can make sure this vegan culture,

09:23.585 --> 09:27.045
can organically grow without, you know, forcing people.

09:27.145 --> 09:28.965
So it would be something that they,

09:29.195 --> 09:30.885
that they would like to adapt.

09:31.545 --> 09:36.045
Um, similarly, for policymakers, it would be trying

09:36.065 --> 09:39.605
to speak to the language of consumers rather than,

09:40.105 --> 09:41.965
trying to do something different.

09:42.025 --> 09:43.725
So in other words, we are trying

09:43.745 --> 09:47.125
to create this organic growth of, veganism.

09:47.665 --> 09:49.325
Uh, in terms of the limitation,

09:49.535 --> 09:51.885
there are some limitations in our research,

09:51.915 --> 09:53.885
because this is the starting point.

09:53.985 --> 09:57.485
And what we think is that other quantitative,

09:57.845 --> 10:00.605
research can look at the, relationship between

10:00.755 --> 10:03.605
what we found in the first qualitative phase of our study.

10:03.785 --> 10:07.045
So we confirm the motivations and the attributes we found,

10:07.185 --> 10:11.005
but, some other research can look at the relationship

10:11.005 --> 10:13.125
between these attributes, motivations

10:13.385 --> 10:14.765
and values that we found.

10:15.475 --> 10:16.685
Also, another area

10:16.795 --> 10:19.765
that is really important is the cultural differences.

10:19.985 --> 10:23.565
So in our study, we looked at UK and US consumers,

10:23.625 --> 10:26.765
but that, as you know, for example, Indian consumers,

10:26.795 --> 10:27.885
they are vegans.

10:27.955 --> 10:29.965
Most of them are vegans. So why is that?

10:30.025 --> 10:33.525
So we believe that, there are some cultural differences

10:33.525 --> 10:35.165
that we need to tap into.

10:35.745 --> 10:40.045
Um, so, also another area,

10:40.145 --> 10:44.045
before I forget, is the, social connectedness

10:44.145 --> 10:45.445
and the social influence.

10:45.625 --> 10:48.285
So we didn't look at how culture

10:48.665 --> 10:52.805
and other peer influence can impact this veganism.

10:52.905 --> 10:54.965
So other, studies should look at

10:55.095 --> 10:56.445
these cultural differences.

10:56.995 --> 11:00.525
What sort of elements are important in promoting veganism

11:00.545 --> 11:04.365
or how, these different cultures can create different,

11:04.985 --> 11:06.485
value system

11:06.545 --> 11:08.805
or different motivation system for individuals?

Veganism: A Philosophy Beyond Diet

00:00:00 - It was about, veganism instead of vegetarianism. And the difference between veganism and vegetarianism in lay words is veganism is a way of living. It's a philosophy of life. It's not just about the diet that people, take. So when you look at the literature, they're talking about vegetarianism, where people, they're trying to consume more vegetables and less meat. but they are just talking about what they eat. It's just about their diets. But when we look at the veganism, maybe we start with,
00:00:34 - but then later on, it will transcend to different lifestyles. So, for example, most vegans, it's not just about their dietary habits, it's about what they wear. So, and then whether what, how they travel, whether they use cars. So it's, it's becoming a philosophy of life, really. We knew that, veganism is good not only for health benefits for individuals, but also for societal impact for the society, not only
00:01:06 - Believe it or not, we think that vegan products are more expensive. This is the perception of people. But when you look at the real, you know, it's really interesting because vegan consumers, they distinguish between junk vegan, branded vegan, and normal vegan products. So when you look at the vegetables, for example, they're not that expensive. And then it, it is something that we know that is good for the society. It can, so when you, we use, for example,
00:01:37 - We are not going to cultivate animals, whatever. So we are reducing this carbon footprint and all this carbon emission that we are talking about. So it's good for the environment. On the other side, we're talking about this social inclusion when all of us are u using these vegetables. So we can create this inclusive culture and everyone can benefit from that. So it's good for the society. We know that veganism is good for the society, but as marketers, we have a responsibility to think about
00:02:09 - We think veganism is more than just, as we said, it's more than just a product is a way of living. It's a philosophy of life. So it's an ideology, let's say. if we wanna promote it, we wanna find out why people are vegan in the first place, why they decide to become vegan, and how we can promote it. So for promoting it, we use this mean and Chang technique where we are using this laddering interview questions, asking people why they have, why they're using the products that they are using.
00:02:40 - of attributes in the products triggered their motivational, system and why they're using this. So in other words, what we are trying to do in this study is trying to find out, okay, why people are using vegan products, but then when they go to a supermarket, why Do have selected one product over the other? What sort of attributes triggered those motivational factors that they were, they, they think it's important. And then this way, what we are hoping is that,

Exploring Veganism: Categories and Consumer Motivations

00:03:14 - for policy makers and for marketers. And when we're using these attributes, in for the products that may be consumers, they will be more inclined to become vegan. So this is our intention in this paper, beaver Land, talking about, plant-based diets. So again, as I said, when we're talking about this veganism or vegetarianism, we're talking about the dietary habit. And we can see that in the literature they're talking about,
00:03:47 - you know, or omnivorous. So we are having different dietary habits. We talked about, three main categories of vegans. They, we do have confirmed vegans. We do have, organized vegans. we have individualistic vegans. So the confirmed vegans, they are just, hanging around, as I said, is, is an ideology. So just hanging around with other sort of vegans, other like-minded people. the organized vegans, is different.
00:04:17 - but they have an intention to promote this ideology. They have the intention to preach their, viewpoint. whereas individualistic, vegans, they are just vegan for themselves. So we, we can see that we, we do have different levels of vegans. And then, what we are, you know, what the, this study is telling us is that we are not dealing with one group of people. So it is, as I said, it's an ideology, but still the intensity of that ideology is different.
00:04:52 - to become vegan from one sort and the or the other. And then in one group of, vegan, what sort of, attributes are important for them. So to put it, in a very simple tab, for example, one of the vegan consumers we interviewed, she was talking about junk vegans. She said that, because I am motivated to become vegan for health benefits, I do not like to use junk vegan products.
00:05:21 - the plant-based sausage sausages in supermarket, she said, this is junk. You know, this is junk food. As a vegan, I have, an accountability for what I use, what I consume, and I don't want to use junk food. So, this is what, she said, yeah, we had a sequential mix method. We started with this qualitative laddering technique where we were trying to find out the attributes of the product, the consequences, and then the value system.
00:05:53 - who is talking about the values. And, he Believes that, I mean, the literature shows us, and the studies shows us as well, the value would derive our behavior more than just the attitudes. so what we were trying to do in this study, we were trying to look at how the attributes are linked to the consequences and the consequences to value system. In other words, how these attributes can trigger the value system that we hold, and, why we're using that.

Exploring Vegan Consumer Insights through Research

00:06:24 - The first phase, we use this laddering technique, the qualitative interviews with, British consumers. We use 20 consumers, vegan consumers, and then we used, a representative sample. So it would be a wide range of consumers that we used. it can be from, so, you know, some vegans who were, not vegan by bird, but some vegans that they were vegan by bird. So we had this variability in our data.
00:06:54 - to have this make, creating this matrix where we have this, attributes, the consequences and values. We had a cutoff point of five. So, where the linkage between attributes value, consequences and values, we've set the cutoff point of five in order to, make the analysis easier, after which we were trying to do a quantitative study. we ran, this study among, 400 participants, UK and American consumers, trying to validate the study
00:07:28 - And we, what we found is that, the attributes that we found and the motivation that we found are valid. So what we found is that there are, five attributes that are very important for consumers. It can be from a very functional, attributes to more psychological attributes. So we have like economic, or for example, the price, the taste of the product, the freshness of the product, the nutritional value of the product or the ingredients, the animal,
00:08:01 - that very important for consumers. And then the motivations, that would trigger, where, seven motivations, for example, it would be enjoying eating. It can be becoming healthy, protecting the environment, avoiding animal cruelty, feeling guilt-free, and feeling effective and feeling positive, which would, translate into, two broad, value systems, self transcendent
00:08:32 - So, some of the values are, just, self-directed action. So it's just for people, but some of them transcend into the societal values, and it's not just for the sake of the vegan consumers, is for the broader societal people who are involved. And then what we found in the quantitative phase, we confirmed, we did this, vector analysis, and We found that the attributes that we found are valid. The marketers, we are trying to, instead
00:09:04 - to, understand their viewpoints and then translate what they want into the mar the product packaging, for example. So what sort of packaging they like, what sort of attributes they like to be, to see in the products. so this is one way that we can promote and we can make sure this vegan culture, can organically grow without, you know, forcing people. So it would be something that they, that they would like to adapt.

Understanding Cultural Influences on Veganism

00:09:36 - to speak to the language of consumers rather than, trying to do something different. So in other words, we are trying to create this organic growth of, veganism. in terms of the limitation, there are some limitations in our research, because this is the starting point. And what we think is that other quantitative, research can look at the, relationship between what we found in the first qualitative phase of our study.
00:10:07 - but, some other research can look at the relationship between these attributes, motivations and values that we found. Also, another area that is really important is the cultural differences. So in our study, we looked at UK and US consumers, but that, as you know, for example, Indian consumers, they are vegans. Most of them are vegans. So why is that? So we believe that, there are some cultural differences that we need to tap into.
00:10:40 - before I forget, is the, social connectedness and the social influence. So we didn't look at how culture and other peer influence can impact this veganism. So other, studies should look at these cultural differences. What sort of elements are important in promoting veganism or how, these different cultures can create different, value system
00:11:06 -

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