Compromised values: a comparative response during the COVID-19 crisis by ethical vegans and vegetarians

Animal advocacy is a complex phenomenon. As a social movement encompassing diverse moral stances and lifestyle choices, veganism and vegetarianism (veg*) are at its core, and animal testing raises as a notably contentious issue within its members. This paper addresses this critical topic. Employing data from an international quantitative survey conducted between June and July 2021, our research explores how ethical vegans and vegetarians responded during the COVID-19 crisis. By comparing the experiences and choices between the two groups, we aimed to understand the variances in attitudes and behaviors in the face of an ethical dilemma, highlighting the interplay between personal beliefs and social pressures in times of a health crisis. Our findings reveal stark contrasts in how vegans and vegetarians navigated the pandemic; vegans displayed less conformity yet experienced a significant compromise of their ethical values, particularly in their overwhelming acceptance of vaccination. This study enhances the field of veg* research and social movement studies by exploring how a social crisis shapes members’ behaviors and perspectives. Our findings also contribute to a better understanding of the challenges and prejudices that a minority group such as vegans may face and how they cope with the pressure to go against the mainstream at a time when society is polarized by a single discourse that goes against their moral values.