1. Literature Research

 

Veganism is a way of living that seeks to exclude, as far as possible and practicable, all forms of exploitation of, and cruelty to, animals for food, clothing, and any other purpose.

Veganism is not defined as a diet, but as a way of living.

​

2. Online Survey

​

Google fo​rms were sent to different vegan Facebook groups: Ankara Vegan Workshop,100.Yıl Evleri, ODTÜ Vegan Solidarity.

​

3. Diary Technique

​

Online diary sent out to four volunteers. Ask them to fill these diaries for  four days:

Two weekdays
Two weekends

To grasp routines during work days and holidays to have an accurate representation of users' lifestyles.

​

​

​

​

​

​

​

​

​

​

 

 

 

 

 

 

 

 

Target User Group Characteristics

 

40% of vegans are professionals or have managerial positions at work. 71% are women 67% adopt vegan lifestyles because of concerns about animal suffering and cruelty.

Other reasons include health problems, the need to lose weight, cut meat from the diet.​

 

Needs / Possibilities / Gaps

​

Need to increase awareness of vegan issues to a much wider audience, which further normalizes and mainstreams veganism. Legislation to encourage other major retailers to consider introducing more plant-based items. Need amongst vegans to portray veganism as easy and achievable as possible. 

​

Why Vegans? 

​

• Usually stigmatized groups

• Existing literature is not very specific

• Misconceptions about a vegan diet 

• Religious and cultural hurdles

​

Cultural Significance of Veganism

​

Integrate vegan-diet discipline into their lifestyle

Be an activist through the food

Usually, be a part of the animal rights movement

Avoid mediocrity; being a vegan does not imply that the food vegans consume is somehow less tasty.

Avoid negative energy

Environment-friendly habits that reduce the overall carbon footprint.

​