Vegan
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Final report (only available in German language)
Duration of project
June 2014 - February 2015
Contact person at the University of Kassel
Dipl.-Ing. agr. Claudia Busch
Head of Project
Rentenbank Edmund Rehwinkel-Foundation "Do agricultural production systems contribute to the increasing number of vegan consumers?"
The great public attention that veganism has recently received in the media can be seen as an indication of its influence on social trends and value orientations. As animal products account for more than half of German agriculture's sales revenue, the spread of veganism represents a challenge for German agriculture. In order to be able to respond adequately, in-depth knowledge of the value orientations and attitudes of vegans is required.
A face-to-face, computer-assisted survey of 337 vegans in seven vegan supermarkets in five German federal states was used to record consumers' socio-demographic characteristics, their motives for a vegan diet and influences at the time of the change in diet. Various statements were used to survey images of farmers and agricultural animal husbandry and the importance of sustainability or health effects of a vegan diet. Particular attention was paid to the question of which sources the test subjects used to obtain information on vegan and agricultural topics in order to be able to draw conclusions about image generation.
The results of the study show that animal ethics issues play a major role in the decision to adopt a vegan diet. Not only is the way animals are farmed criticized, but many also question the general right of humans to use animals. Health motives play a lesser role in the decision to adopt a vegan diet; however, vegan products are considered healthier than animal products. Vegans - who are predominantly young and highly educated - often use new media as a source of information on agricultural topics. But even those who grew up in the countryside themselves or have a farm in the family show a very critical attitude towards agriculture. Farmers themselves have a clearly negative image among vegans. It is assumed that they only perceive their animals as an economic product. German agriculture is also seen as a major contributor to hunger and climate pollution. Positive ecological effects - such as the promotion of biodiversity through grazing - are not attributed to it.
The scandal-emphasizing portrayal of agriculture in the media certainly contributes to its image among vegans. At the same time, farmers must be aware that every negative example in their industry reflects on the individual. The rejection of animal products will increase as long as cruel farming methods continue to be uncovered. In their own interest, farmers can therefore only be advised to ensure the elimination of such excesses in their industry and to significantly increase the species-appropriateness of animal husbandry.