The Vegan's Dilemma in Social Activism: Communication and Conflict among Vegans, Semi-vegans, and Omnivores

Abstract

This study investigated how vegans formulate their communication strategies to promote ethical consumption in the context of social interaction with other vegans, semi-vegans, and omnivores. Vegans generally adopt two types of communication strategies: delivering either a critical or a positive-tone message to non-vegans. They consider the reactions of both non-vegans and fellow vegans when choosing their communication strategies. Critical messages often lead to backlash from non-vegans and are generally ineffective in gaining their support. In contrast, non-strict messages are more likely to be positively received by non-vegans but are viewed negatively by vegans with stricter attitudes. There is a tension between vegans with pure motives and those with flexible attitudes or semi-vegans who follow a vegan-like diet. Social interactions among vegans, non-vegans, and semi-vegans complicate the promotion of veganism, leading vegans to experience a dilemma in choosing their communication strategies.