Ethical Vegans: a Way to Be(Have)

1. Introduction
This research aims to provide insight into the consumption habits of ethical vegans through an analysis of their motivations, values, behaviours, and lifestyle using theoretical frameworks. According to the Vegetarian Resource Group vegans, like vegetarians, do not eat meat, fish, or poultry. Additionally, they do not use animal products and by-products such as eggs, dairy products, honey, leather, fur, silk, wool, or cosmetics, and soaps derived from animal products. Ethical vegans share the common belief that humans have the responsibility to promote a more humane and caring world (Vrg, 2012). For ethical vegans, veganism is a philosophy that goes far beyond dietary habits. It is a core value system in which members seek to end the exploitation of animals; abiding by a lifestyle that omits products and services that may directly, or indirectly, involve the suffering of animals (Vrg, 2012). For the purpose of this study, researchers will be focusing on ethical vegans only; those who follow a vegan diet out of necessity or strictly for nutritional or religious purposes are exempt. 2.1 What is ‘ethical veganism’?

Unlike dietary vegans, some ethical vegans would occasionally consume meat and other animal products to prevent them from going to waste. They believe that this does not compromise their cause as they are not actively contributing to the industries that are exploiting the animals (Shewry, 2012). When it comes to other forms of consumption such as clothing and everyday products, ethical vegans strive to purchase items that do not directly or indirectly cause harm to animals and the environment such as vegan shoes and vegetable-based cleaning products (Vgr, 2012). While some ethical vegans, do not participate in any form of organized advocacy, preferring a more personal, informal approach to advocacy. Others, are very active in the vegan community; living in vegan squats, and volunteering at places like Pogo Café. Despite the differences in their approach, the vast majority of vegans are eager to introduce non-vegans to the cause, presenting them with information concerning the mistreatment of animals for the sake human consumption (Shewry, et al., 2012). 1.2 Methodology

In order to gain insight into this phenomenon, researchers visited Pogo Café in Hackney, London, to experience and observe the nature of this subculture first hand. With regular events such as free movie nights, music gigs, art exhibits, yoga classes, board games and open discussions, Pogo Café is an inviting and interactive space where the vegan community can unite for its cause and non-vegans can learn about veganism and other ethical concerns (PogoCafe, 2012). To gain qualitative insight into the minds of this subculture, researchers conducted a series of unstructured interviews with a patron, and two volunteers at the café (Appendix). 2. Interpretation and critical analysis

2.1 Different ways to behave vegan
By examining the interview it is noticeable that all of the three different characters are demonstrating various levels of being ethically vegan. Between the three, Jozsef is living the vegan lifestyle in a less extreme way. He started to be vegan two years ago and is about to be understanding the vegan values more and more. David who is a vegan since 2007 has a deeper knowledge about veganism and tries to educate people through his job as a teacher. Hasan seems to be the most extreme vegan as he became vegan 20 years ago. He is that kind of vegan who goes to community meetings every month and takes part of several voluntary works. All of them have the same aim to promote a more humane and caring world, where one day, every human will be vegan. However, each individual has a different way to behave vegan. 2.2 Vegans as a type of subculture and the Burning man Festival Being a vegan is considered to be a modern incarnation of a lifestyle and whether conscious or not, vegans are a subculture. “Subculture are segments of culture which (while reflecting the dominant aspects of the main culture) show different customs, norms, and values” (Dawson, 2010), therefore members differentiate themselves from the larger culture.

Subculture can be also described as a systematic opposition to the dominant culture which thus creates a more subtle version of a counterculture. As Dick Hebdige state, “style in subculture is then, pregnant with significance. Its transformations go ‘against nature’, interrupting the process of ‘normalization’. As such, they are gestures, movements towards a speech, which offends the ‘silent majority’…” (Hebdige, 1979). Besides purchasing vegan food, vegans have to shop carefully for clothing that doesn’t contain leather, wool or silk (see Introduction). This causes some inconspicuous differences in clothing in comparison to the majority of society. Veganism can be seen for the most part as a quiet and delicate rebellion against the socially accepted in Western countries, such America. Most vegans are non-violent when protesting and 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.

When vegans reject all animal products they also reject what especially Americans and Europeans have long accepted and socialized into their daily routines. Vegans can be considered as subculture since their lifestyle seems to go against the American and Western countries mainstream. One way vegans could implement their rejection of the ‘Western wasteful culture’ is by downshifting which means trying to reduce as much as possible the reliance on possession (Solomon, et al., 2010). Some vegans like Hassan has already adapted this way to conscious consume, as we find out during our “vegan trip” to the Pogo Cafe. Around the world there are different events that promote anti-corporate statement, but in the US probably the most protrusive movement is the annual Burning Man festival which is a week-long annual event held in the Black Rock Desert in northern Nevada (BlackRockArtsFoundation, 2012). 2.2 Vegans seen as tribes

Veganism could be seen as a tribe because everyone has the same consumption values and usage. Also they are creating communities, like ‘Pogo café’, to share experiences. In some cases vegans join meetings with other vegans who might have the same consumption values and usage but because of religious reasons. They come together and gather information, share experiences and develop relationships. Jozef for example, just joined the voluntary community to build up relationships. Tribes can be linked as well to the self as joining tribes is an expression of the self-identity (Mitchell & Imrie, 2011). According to Seth Godin tribes can lead and connect people ideas (Godin, Seth: The tribes we lead, 2009). As David said he dreams of an entirely vegan world. That means he wants to change something with his behaviour and to spread the idea of a vegan which links to the theory of Frank Trentmann: through their consumption, citizens have the power to control what is being produced. According to Trentmann our own consumption is affecting the public (Trentmann, 2007) . Also Bryant Simon has the opinion that not consuming has the same power as consuming. Consumption nowadays is acting as a meaning creator (Simon, 2011).

2.3 Critique

2.3.1 Purchasing vegan food
Vegans are not always that strict. In this case David, Jozef and Hasan could have a social power by purchasing at local vegans stores. However it seems that David and Jozef don’t follow veganism lifestyle to 100%. Only Hasan purchases his food at local vegan stores and is adopting the role of a ‘citizen’ (Simon, 2011).

2.3.2 Non-public activism
From the interviews, it can be criticized that the three do not initiate advocacy outside their personal radius. They inform people of the mistreatment of animals and the environment for the sake of human consumption, and the ethical values of veganism, only when the opportunity arises. They do not act against this phenomenon barring from their abstinence from the purchase and consumption of animal related products. Also they are all ignoring the power of internet. As mentioned before, people as individuals have a voice which can be use best online.

2.3.3 Downshifting
Vegans as ‘green’ consumers also have a certain ecological consciousness. Only Hasan supports the environment in minimalizing his consumption in general. He is trying to consume sustainable whereas David and Jozef are still consume in an unsustainable way.

2.3.4 Substitute
With many vegan products like ‘facon’ and ‘tofurtkey’, there appears to be a contradiction, as despite commitment to a vegan lifestyle, vegans still desire to indulge in products that are substitution for meat.

However, it is commonly understood that, despite the attempts by ethical vegans, there are certain limitations and instances when compromises must be made. As poignantly stated by David: “The only way to remove myself from any environmental damage is to remove myself; and I am not prepared to kill myself. I consume. I am a consumer, and any fruits and vegetables I eat are going to be brought to me by a car which uses fuel. I cause damage to the environment when the plants that I buy are harvested, insects, mice and birds would be churned up in the farm machinery or the process. Animals die because of my existence. I just try to limit it I suppose; it’s all anybody can do.”

(Shewry, 2012)

3. Strategic Suggestions

Based on the findings of this research, the following strategic suggestions are recommended:

3.1 Loyalty Marketing
To boost vegan consumption, vegan suppliers can employ reward programs such as discount memberships and points cards. By supplying positive reinforcement, these practices will encourage consumer loyalty and over time create advocates for the product (Solomon,2010). 3.2 Cause Marketing

Another method to promote purchase amongst ethical vegans is to employ good corporate social responsibility. Producers of goods and services can donate a percentage of their sales to local animal shelters, environmental awareness projects, and sustainability research.

Additionally, this can provide a free public relation, enhance the company’s image, and create a positive association in the minds of ethical vegans (Bronn, 2001). 3.3 Community

While vegans and non-vegans often interact in daily life, there is little understanding between the two groups in terms of lifestyle. The researchers have found that many non-vegans feel pressured and criticized by ethical vegans, and often perceive them as ‘weirdos’. Additionally, many ethical vegans socialize exclusively with people who share similar attitudes; the subculture is closed and does not actively promote its philosophy to outsiders.

To promote their cause, the vegan community needs to encourage positive dialogue between vegans and non-vegans. Aggressive criticism should be discouraged and replaced with informative discussion.

As the vegan community often gather at vegan restaurants like Pogo Café, by providing samples and menu ingredients, vegan producers can quickly gain exposure and sale. Interaction at these vegan gatherings will also provide word-of-mouth marketing, which is considered more reliable and trustworthy than more formal channels (Solomon 2010, p. 401).

Inexperienced vegans who may be anxious for information regarding the lifestyle often consult the internet for advice. Therefore, blogs, forums and websites should be well-designed and accessible. 3.4 Exposure

In order to introduce non-vegans to the vegan community, information booths can be set up by advocates at festivals, community gatherings, and exhibitions where non-vegans will be encouraged to sample vegan products and learn about the ethical philosophy of veganism.

Regarding the vegan lifestyle, one of the biggest barriers for non-vegans is the adoption of a vegan diet. There is little knowledge among non-vegans about vegan food and the way it can be prepared. By creating vegan cooking programmes on TV and online, culinary-minded vegans can educate vegans and non-vegans alike, on how to cook tasty and healthy vegan meals. And to create exposure, vegan food suppliers can sponsor popular TV programmes, such as a vegan edition of ‘Celebrity Come Dine with Me’ to promote the vegan diet and ideology. 3.5 Labelling

Due to cost-differentiation and proximity, the majority of ethical vegans shop at both specialised vegan stores and major supermarkets. While the source and production methods are often listed and easily accessible at speciality stores, such information is often more difficult to find at common supermarkets. In order to attract more vegans to shop at major supermarkets, it is advisable for supermarkets to provide a segregated section for specialty vegan products as well as clear signage indicating the source and “vegan-friendliness” of general products on the price tags. Simple icons on the price tags will also educate non-vegans about the vast variety of vegan-friendly food that are already part of their existing diet, changing the attitude that veganism is “weird and extreme”.

4. Conclusion
It is impossible to escape consumption and waist production. Niche market / A lot to be done / little advocacy & knowledge / stereotyping and misconception / lack of knowledge / potential to grow /

Appendix
David Shewry – English teacher, musician, and occasional patron of Pogo Café David adopted the vegan lifestyle five years ago through the influence of his best friends in university. His decision was made when he realized he had no excuse to continue a lifestyle that contrasted his own ethical beliefs. For David, veganism is a personal lifestyle choice. While he has many friends who are vegans and vegetarians, he does not consider himself a communal vegan nor does he participate in any form of organized advocacy. Despite this, he is very eager to share his beliefs and spread the word to people he encounter in his daily life; he is known for introducing his students to veganism by bringing them to Pogo Café. When it comes to grocery shopping, David prefers shopping at major supermarkets as he disagrees with the mark-up at speciality stores. And while he tries his best to buy local and avoid environmentally damaging products such as soy and palm oil, he understands that there are limitations, and that even vegetables and grains may be harvested with methods that are harmful to animals and the environment.

Despite buying only vegan shoes and sustainable clothing, for items such as laptops and mobile phones (which are made with parts that contain gelatine), David feels the need to compromise his beliefs, despite a deep sense of guilt. Jozsef Toth – Volunteer chef and buyer of local fresh vegetables at Pogo Café Jozsef began volunteering at Pogo Café two years ago when he first arrived in London from Hungary. For Jozsef, it was the community that first attracted him to the café and thought that veganism was an interesting cooking challenge. When he discovered that a vegan diet had no effect on his physicality, he, like David, stated that he had no excuse to not adopt a vegan lifestyle. As the fresh vegetable buyer for Pogo Café, purchases only organic vegetables from local sources in an effort to reduce transportation and harmful chemicals. He also mentioned that while a large number of vegans do not think about their alcohol, he would only purchase and consume alcohol that is 100% vegan.

While he does not participate in any other organized volunteering outside of Pogo Café, he regularly spends three to four shifts a week at the Café and lives in a vegan squat when he is not at work. Jozsef believes that it is a cognitive process to be a vegan: “nothing changes in your life, but you make quite a difference outside.” His philosophy is that “I am human, because I am vegan. Because I can eat meat, but I don’t; I can harm animals, but I don’t.” Despite his strong ethical beliefs, Jozsef disagrees with the aggression displayed by some ethical vegans against non-vegans stating that: “they are living at a vegan squat, working and volunteering at vegan shops and restaurants…everything is vegan and they cannot accept that it is not a vegan world.” Hasan – Volunteer at Pogo Café, Oxfam, and as a Motorbike Mechanic Having been vegan for over 20 years, Hasan is the most dedicated ethical vegan from the group.

As a volunteer at Pogo Café, Oxfam, and as a motorbike mechanic, it is not certain if he has a source of income. Not only does Hasan refuse to directly purchase any products in which an animal may have been abused, he would not purchase vegan items from shops or brands that are associated with companies involved with the exploitation of animals. Examples include: Alpro, a brand of vegan dairy alternatives, for their corporate relations with dairy farms in America and local shops for having a butcher section or selling animal products. In terms of other kinds of consumptions, Hasan claims that he likes to keep things to a minimum, buying only what is absolutely necessary in terms of clothing. He also mentioned that, years ago, he bought a SLR camera, but gave up his hobby when he learned that gelatine is used in film; he intends to convert it into a digital camera.