Living a vegan life

An analysis of the conversion process to veganism in Brazil and Canada

Abstract

The article analyzes the process of conversion to veganism. Based on the adaptation of a religious conversion analysis model, the different stages of the conversion process to veganism are discussed drawing upon on interviews carried out with adherents in Brazil and Canada. Thus, the article explores the motivations and values mobilized by the actors and how they justify their adherence to this way of life. The conclusions indicate that the process of conversion to veganism is strongly marked by operations of rationalization and reflection on animal suffering, which are articulated by moral sentiments and emotions, as well it is characterized by the increasing politicization of discourses and practices that integrate this way of life.