Comparing diet-related attitudes, perceptions, and behaviors of vegan and omnivorous adults: results from a cross-sectional survey study in Germany.

BACKGROUND: As a well-balanced vegan diet is associated with reduced diet-related health risks, it is in the interest of local authorities to develop appropriate public health interventions to promote such a diet. In order to do so, it is important to understand the psychological characteristics relating to a vegan diet, so that they can be taken into account in the development. This is why the present study explored the diet-related attitudes, perceptions and behaviors of German people who follow a vegan diet and how they differ from those of people who follow an omnivorous diet. METHODS: The data were collected via online questionnaire, using an internet panel. Without being representative of the population, age and gender of the vegan (n = 738) and omnivorous (n = 824) groups were balanced to ensure comparability in this regard. Statistical tests comprised univariate and multivariate analyses of variance, as well as t-tests and a Mann-Whitney-U-Test. RESULTS: The main motivations for following a vegan diet were ethical (47%), health (22%) and ecological reasons (14%). The most cited key experience that led to the decision to follow a vegan diet was watching documentaries (73%). 53% of respondents stated that other people had influenced their decision to adopt a vegan diet. Depending on the age of the children, up to 48% of the vegan group and up to 97% of the omnivorous group raise their children on their respective diet. The vegan group perceived significantly lower risks and greater benefits in their own diet (η2 = 0.014-0.159). More vegan respondents (86%) reported keeping actively informed on nutrition than did omnivorous respondents (64%), with both groups differing significantly in their perception of the usefulness of several information channels (η2 = 0.001-0.075). More vegan respondents (66%) reported taking vitamin B12 supplements than did omnivorous respondents (34%). CONCLUSION: The findings are consistent with and build on existing research on cognitive and behavioral patterns related to a vegan diet, while at the same time yielding some additional insights. In particular, the results on significant differences in the risk-benefit perception of a vegan diet, as well as on motivations and influences regarding the decision to follow a vegan diet provide an important basis for the development of public health interventions and a foundation for further studies in this field.