Veganism, Identity and the Quest for Authenticity

Abstract Identifying as a vegan is a public declaration of one's identity, morals and lifestyle. Veganism is more than a diet; it is a philosophy and ethic. However, not all vegans hold the same norms and values. The differences are often determined by the reasons why one chooses to become a vegan. Using Coffman's theory of impression management and the presentation of self, this qualitative study examines how sixteen self-defined ethical vegans negotiate contradictions in their ethics and behavior. The vegans construct a sense of authenticity through accommodating strategies when they feel inauthentic. This is a two-prong process. They present a narrative of themselves in relation to the “other”-those they define as health vegans-and in relation to other ethical vegans. Through these narratives, this paper explores how these vegans negotiate the difficulties of living in an animal-based consumer-driven society in a manner that preserves their ethics. Additionally, this paper observes how they cope when their behavior contradicts their identity as authentic vegans.