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Vegan Subculture Analysis

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on 5 December 2014

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Transcript of Vegan Subculture Analysis

Vegan Facts
What is a vegan?
A vegan is a person who chooses to avoid using or consuming any animal products.

Whether conscious of it or not, vegans are a subculture.

A subculture can be defined as beliefs or actions, whether those actions are clear or hidden, where members differentiate themselves from the larger culture.

Vegans can be considered a subculture since their lifestyle seems to go against the American mainstream, which puts serious emphasis on meat, meat, and meat.
In a way, veganism can be seen as a quiet and delicate rebellion against the socially accepted in America.
Geographic Location
Consumption Patterns and Behavior
Psychographics
Making the initial change to become a vegan can be hard to adjust to, since one needs to change their everyday habits.

Demographics
Vegan Subculture Analysis

Consumer Behavior
MKT342

Nicole Leduc
Carmen Santiago
Dashalee Montalvo
Alexa Rodolico
Elizabeth Lebruto

A VEGAN:
They believe that by living vegan, they are not only gaining benefits for themselves by creating a healthier diet and lifestyle, but also to the animals lives and to the environment.
A person who doesn't
eat
any animals or products from animals (i.e. fish, eggs, cows milk)
A person who doesn't
wear
any animals or products from animals (i.e. fur, leather, sheep wool)
Most vegans are non-violent in their protestation and oppose the violence and cruelty that animals are frequently subjected to.
“I only see myself as rebelling against the norm in the sense that I care more about what I put in my body and the well being and conditions of the animals than some. It’s certainly different to reject all animal products, but in everyday life I don't think I stick out or look any different.”
They believe in the idea that they have a basic duty to care about all living things, whether it directly profits them or not.
Vegetarian Resource Group states that 7.5 MILLION people are vegan in the U.S. alone.
2004 study from ARAMARK found that 25% of college students in the U.S. said that having vegan options is "important".
According to HappyCow, there are 403 strictly vegan/vegetarian restaurants in Florida and over 12,000 in the U.S.
PETA and VegNews.com celebrate New York for becoming the #1 state with the most vegan restaurants, who now currently have 140 vegan restaurants in NYC alone!
HOW have Vegans
Impacted Industries?
Dunkin' Donuts now serving Almond Milk
Texas University opens vegan-friendly dining hall
Cleveland Ohio latest city to join Meatless Monday campaign
Nestle announces Landmark Animal Welfare Policy
Vegan options abound at new 49ers stadium
Subway testing two vegan sandwiches
Chipotle Sofritas now available in limited locations
Smoothie King adds two new vegan smoothies
McDonalds (Japan) launches tofu McNuggets
Dunkin Donuts now
serving almond milk!
Subway develops two
new vegan sandwiches
Vegan options now sold at stadium
Vegan Products in Supermarkets
Vegan Cosmetics
Vegan Apparel
Vegans do not wear leather, fur, silk, and wool
Vegans don’t use anything that has chemical products that were tested on animals, but other than this you can hardly detect a vegan based on their clothing.
They tend to spend more on clothes and cosmetics that are cruelty free
Approximately 52% of vegan population are young adults ranging from the ages 16 to 24.

21% of adults between the ages of 25-34 are American vegans.

The least common age group known to become vegan with a 1 percentile are individuals whom are 55 years and older.

It is safe to say that vegans are mostly younger adults.


Age
Social Class
Living the vegan way can be costly and extremely difficult in terms of product availability.

Most vegans are a part of either the middle or high social class.

Being a vegetarian is expensive all on its own due to the cost of organic foods and vegetables they tend to consume.

Gender
In the USA

78% of vegans are female
and

22% of vegans are males
.

This is common throughout other countries
The country of Israel located just northeast of Egypt is considered to be the most vegan oriented country in the world, where most of the cuisine is customarily made up of vegan-friendly ingredients.
The vegan population is a measly 4% of the approximate 11% of vegetarians in the world.

Third world countries have low vegan population percentiles supporting the common thought of veganism being a first-world luxury.

Some third-world countries have a lack thereof and are vegans because of circumstantial reasons, not because they chose to be. These individuals are still counted as “vegans” for statistical purposes although they are not like others who voluntarily convert.
China has a very large vegan population.

It has a whopping 4.5 percent of its fellow Chinese citizens openly reporting their vegan lifestyle.

From a world-wide perspective that number may seem insignificant compared to the remaining population but, the number of individuals in China alone are weighed out to be more than 50 million.

Hobbies
Vegans may choose to associate themselves
with other vegans for support.

They may volunteer at animal shelters as
a hobby or even work for non-profit organizations. Being devoted and strict in this lifestyle is key when being vegan.  

Approximately 19% of Vegans in the United States converted due to dietary and or health related reasons

77% of Americans converted due to ethical and moral beliefs

The remaining 4% of the vegan population began their journeys due to spiritual and religious beliefs

All vegans are sure to choose cruelty-free, plant-based versions of animal-based foods. They are very cautious when shopping for groceries as they need to read labels carefully to make sure the items follow the vegan guidelines. They are still able to shop at most major grocery stores, as long as they are ones that carry plant-based convenience foods.

Some popular stores vegans shop at are stores such as Whole foods, Trader Joes, Stop & Shop, or any grocery store offering healthy food alternatives.
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