Abstract

Global warming and the necessity to reduce carbon emissions have introduced plant-based diets and veganism into academic and general discussion. Previous studies analyzed vegan consumption practices as central to leading such a lifestyle, but these studies focused on the material dimension of vegan consumption and not on the cognitive strategies involved in food choices. The purpose of this research was to analyze the cognitive and practical strategies used by vegans in adopting non-animal food consumption. For this purpose, the study examined biographic interviews with young vegans in Santiago, Chile. The results showed that adopting veganism implies a new social identity that redefines the edible/inedible categories. To maintain their identity, vegans must control their eating and make it reflexive. The establishment of new eating practices, based on individual and peer learning, facilitates their daily food choices, although reflexivity will always be present. This work contributes to a new understanding of the consumption of plant-based foods, showing that veganism involves the adoption of new food classifications and reflexive routines.