Veganism in Malta : attitudes, sustainability and the role of mass media

Abstract

Veganism has been gaining traction in recent years due to a global drive towards ethical and sustainable lifestyles. However, although the vegan diet is considered by many to be ethical and good for the environment, it is often perceived to be inconvenient, difficult and expensive (Bryant, 2019). Mass media may be influencing attitudes towards veganism in different ways. Moreover, studies have shown that veganism is not a means to an end but involves a whole process of transformation (McDonald , 2000). This research aimed to explore the attitudes of Facebook users in Malta towards veganism and the role of mass media in increasing awareness, changing attitudes and inspiring action towards veganism. Moreover, it also aimed to find whether veganism could lead to an educational journey towards more sustainable lifestyles, by developing skills that are important for education for sustainable development (ESD). To do so, a mixed methods approach was used. The study was conducted among Facebook users that resided in Malta and were 18 years of age or older. An online questionnaire (N=466) shared on various Facebook pages provided a clear picture of the current attitudes among the respondents towards veganism, as well as the motivations and learning experiences of the vegan participants. In addition, online interviews (N=7) with people having different diets were conducted to add depth to the data gathered from the questionnaire. This study found that general attitudes towards veganism among the respondents were mixed, but females and participants of a younger age viewed veganism more positively. Respondents considered veganism to be admirable and better for the environment than other diets, but was also deemed it expensive, unnatural, extreme and difficult. While having better access to vegan food and affordability would motivate the respondents to become vegan, the taste of meat, living with non-vegans and the difficulty of the diet were significant barriers towards adopting the lifestyle. The mass media were found to be important sources of awareness and inspiration towards veganism, however one’s social circle was also important. The mass media were also important to aid vegans in their educational journey. Through veganism, the vegan respondents also reported increased knowledge about health and the environment, and developed skills and attributes such as empathy, compassion and critical thinking, indicating that through veganism one can develop the right tools to live more sustainably.