“I’m vegan but I eat Oreos like crazy” : factors contributing to Icelandic young-adults’ decision to follow a green diet

• Main Author: Jónsdóttir, Heba Lif
• Other Authors: Haug, Ruth
• Format: Master Thesis
• Language: English
• Published: Norwegian University of Life Sciences, Ås 2022
• Subjects: Globalization; Media; Vegetarianism; Veganism; Consumer behaviour; New social movement; VDP::Social science: 200; Iceland
• Online Access: https://hdl.handle.net/11250/3004680

The heightened demand for animal-products has increased livestock production which is not free from consequences. It has social, health, and environmental externalities, which has caused a number of people to reconsider their food choices. The Icelandic population consumes more than double the global average consumption of meat, but there are indications that meat consumption in Iceland may slowly be decreasing. This qualitative study will look into the main factors contributing to young-adult’s decision to choose a green diet. In addition, this study will assess what are Icelandic young-adults’ main source of information on green foods and the benefits from choosing a green diet. The reasons for choosing a green diet have in the past mostly been related to health reasons. However, the findings of this study indicate that health is not the main reason for why young-adults in Iceland choose to follow a green diet. Rather, it is for environmental and animal welfare reasons. Health benefits are generally only seen as a possible plus from following a green diet. These decisions are based on information received from media, such as Netflix documentaries and social media. Although different externalities follow the production of green foods as well as animal-based foods, this study indicates that those concerns are not highly valuated amongst young-adults in Iceland who follow a green diet. This study employs the concepts of globalization through media, consumer behaviour, veganism and vegetarianism, as well as new social movement theory. This theoretical framework provides the tools needed to understand how and why the participants of this study, as consumers, make the decision to exclude or limit animal products from their diet, and to explore if a new social movement is on the rise. M-DS