To v or not to v: Narratives, networks, and contingencies of veganis

This study is an examination of mobilization processes, with a particular focus on how people come to contemplate and ultimately embrace or reject veganism. It is a response to social movements scholarship that has called for examinations of how identity interacts with mobilization. Engaging the narratives of 34 interview participants who interacted with vegan advocacy networks in Greater Philadelphia, the study accounts for how prospective vegans negotiate forces, such as social networks and ties, that activate or hinder their mobilization; and for how they prioritize veganism amid competing priorities. Among other manners, participants came to contemplate the prospect of becoming vegan upon recognizing veganism as congruent with their other priorities. Participants who became vegan were more likely than participants who did not to prioritize altruism and to seek information that motivated and empowered them. Rather than prioritize their veganism over competing priorities, the vegans more often sought to harmonize their veganism with competing priorities. The study also measures the capacity of people from socioeconomically and racially contrasting neighborhoods in Philadelphia to engage in a behavior and a movement such as veganism. Results from a sample of 335 survey participants suggest that people from impoverished neighborhoods may be less capable because they are less likely to know people who practice veganism. The study's findings suggest that participation in movements is contingent on how prospective participants prioritize, on the incentives with which they contemplate participation, and on their capacity to participate.