Animal Studies Journal


A shift in the social norm of meat consumption is a transition that is repeatedly called for in climate change policy discourse. Yet this rarely sets out practically how such reduction might be achieved and, surprisingly, has yet to look to vegans as a knowledge resource. In drawing upon interview data with 40 UK vegans this article outlines an initial framework toward the greater normalisation of plant-based eating via attentiveness to the elements of vegan practice. These vegan narratives illustrate how the practice is already working for a small section of the UK population. In adopting a practice theory approach, the article offers greater insights into both the obstacles and potential of pro-vegan policy which could have cobenefits across several domains of public health and sustainability.