After studying hundreds of U.S. and Canadian consumers during their transition to vegetarianism or veganism (collectively referred to as veg*nism), a new report from research organization Faunalytics found that 42% of people’s veg*n journeys were motivated by health, 20% by animal protection, and 18% by environmental concern. For animal advocates interested in helping new vegans and vegetarians maintain their change of lifestyle, study results suggest a focus on self-driven motivations (like personal values or moral identity) and experiences with animal advocacy
