"I Feel Like I'm Making a Good Difference to the World": Interviews With Australian Men on Their Motivations to Become Vegan
1 July 2026
Lee MF, Madsen J, Bayes J, McLean CP, Van Elst A, Best T.
Summary
What the study found
Researchers interviewed 27 Australian men to understand the social and psychological drivers behind their transition to a vegan lifestyle. The study discovered that while initial motivations vary, long-term adherence is sustained by a shift toward ethical alignment and the successful navigation of traditional masculinity norms.
Key findings
- Men often transition from logical motives or health goals to a deeper ethical commitment based on animal welfare and personal values.
- The social environment is a critical factor, where influence from peers and family significantly impacts the decision to initiate a plant-based diet.
- Transitioning to veganism helps men resolve cognitive dissonance, allowing their daily eating habits to finally align with their internal values of kindness.
- The study highlights that navigating masculinity norms and identity barriers is a central part of the long-term vegan experience for men.
Practical takeaways
For those pursuing longevity through nutrition, success often depends on aligning dietary choices with a broader sense of purpose and ethical consistency. Cultivating a supportive community can provide the social resilience needed to maintain a plant-based lifestyle against cultural pressures.
Limitations
The findings are based on a small sample of Australian men, which may limit the applicability of the results to diverse global populations. Because this was a qualitative study, it focuses on personal perceptions rather than measurable clinical health outcomes.