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. Since animal products account for more than half of the sales revenues of German agriculture, the spread of veganism represents a challenge for German agriculture. In order to be able to react adequately, an in-depth knowledge of value orientations and attitudes of vegans is necessary.
In addition to socio-demographic characteristics of the consumers, their motives for a vegan diet and influences at the time of the dietary change were recorded via a personal oral computer-assisted survey of 337 vegans in seven vegan supermarkets in five German states. Images of farmers and agricultural animal husbandry were surveyed via various statements, and the importance of sustainability or health effects of vegan nutrition was recorded. A special attention was directed to the question, over which sources the test persons informed themselves regarding vegan as well as agricultural topics, in order to be able to conclude from it on the image generation.
From the results of the study it is evident that animal-ethical questions play a large role with the decision for a vegan nutrition. Not only the kind of agricultural animal husbandry is criticized, but also the general right of humans to use animals is questioned by many. Health motives play a lesser role in the decision for a vegan diet; however, vegan products are considered healthier compared to animal products. As information basis to agricultural topics serve the Veganern - predominantly young and highly educated - often new media. But also those, which grew up even on the country or have an agricultural enterprise in the family, show a very critical attitude opposite agriculture. Farmers themselves have a clearly negative image among vegans. They are assumed to perceive their animals only as an economic product. German agriculture is also seen as a major contributor to hunger and climate pollution. Positive ecological effects - for example, the promotion of biodiversity through pasture farming - 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 animal-cruel husbandry 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 strengthen the species-appropriate nature of animal husbandry.