MINOR PROJECT REPORT

ON

FACTORS INFLUENCING GEN Z TO ADOPT

VEGANISM

SUBMITTED IN PARTIAL FULFILLMENT FOR THE

AWARD OF THE
DEGREE OF BACHELOR OF COMMERCE
2021-2024
UNDER THE GUIDANCE OF
Dr. Noopur Saxena
ASSISTANT PROFESSOR, VIPS
SUBMITTED BY:
SHREYA BANSAL
ENROLLMENT NO. 13817788821

nd
BCOM (H) SEM 2 SECTION C

Vivekananda School of Business Studies

Vivekananda Institute of Professional Studies-TC
AU Block (Outer Ring Road) Pitampura
Delhi – 110034
 TABLE OF CONTENTS

PARTICULARS PAGE NO.

Student Declaration..……………………………………………………...……… i

Certificate from Guide……….....………………………………………..……… ii

Acknowledgement……………………………………………………….………... iii

Executive Summary………….…………………………………………………… iv

Chapter Scheme

• Chapter 1: Introduction …………………………………………………. 1

• Chapter 2: Literature Review...........................………………………................7

• Chapter 3: Research Methodology............................................................................18

• Chapter 4: Analysis…...........………………………………………................20

• Chapter 5: Suggestions and Conclusions………………………………........32

References…………………………………………………………………….... 34

Annexure……………………………………………………………………….. 36
(Questionnaire)
 STUDENT UNDERTAKING

This is to certify that I have completed the Project titled “factors influencing gen z to adopt

veganism’’ under the guidance of “Dr. Noopur Saxena” in partial fulfilment of the requirement for

the award of degree of Bachelor of Commerce at Vivekananda Institute of Professional Studies,

Vivekananda School of Business Studies, New Delhi. This is an original piece of work and has not

been submitted elsewhere.

SHREYA BANSAL
NAME OF STUDENT

STUDENT SIGNATURE

i
 CERTIFICATE

This is to certify that the project titled “FACTORS INFLUENCING GEN Z TO ADOPT
VEGANISM” is an academic work done by ‘’SHREYA BANSAL” submitted in the partial
fulfilment of the requirement for the award of the degree of Bachelor of Commerce from
Vivekananda Institute of Professional Studies, Vivekananda School of Business Studies, New
Delhi, under my guidance & direction. To the best of my knowledge and belief the data &
information presented by him/her in the project has not been submitted earlier.

Dr. NOOPUR SAXENA

SIGNATURE OF FACULTY GUIDE

ii
 ACKNOWLEDGEMENT

I express my sincere gratitude and thanks to Dr. Noopur Saxena for giving me an opportunity to
enhance my skill in my project. I am thankful for her guidance, patience and consummate support. I
extend my heartiest thanks to her for enlightening my path. Without her sincere advice, this project
has been impossible.

Moreover, I would also like to thank the various people who were involved with this project and
gave me invaluable guidance in this regard. Without their help, this project would not have been as
comprehensive and detailed as it is.

I also feel grateful and elated in expressing my indebtedness to all those who have directly or
indirectly helped me in accomplishing this research.

iii
 CHAPTER -1
INTRODUCTION

1
It is quite conspicuous that human exploitation of resources is constantly pushing us towards the
need to adapt to a much sustainable mode of living. This way we tend to guarantee that we can
preserve resources for the future generations as well while not completely compromising on our own
needs and requirements. This research studies specifically the way of vegan living as a means to
implement sustainable lifestyle.

The need to go vegan arises when one begins getting conscious, could be about their health,
environment, ethical norms or a spiritual awakening.

Vegan living or living on a complete plant based lifestyle is highly talked of when it comes to
sustainable development. This is because numerous studies have been successful in proving that such
lifestyle has a direct contribution in preservation of resources as compared to an omnivore lifestyle.

The vegan movement is becoming more popular as increasing number of people are adopting to
vegan lifestyle by eliminating all kinds of animal products in their daily lives. Through the rapid
access of information online, people are becoming more aware of the inhumane treatment animals
are subject to an used for production, the environmental impact of meat and dairy consumption as
well as the health benefits a vegan diet can provide.

Sustainability in best defined terms can be: “the integration of environmental health, social equity
and economic vitality in order to create thriving, healthy, diverse and resilient communities for this
generation and generations to come.”

People becoming part of different social communities and going against the “grain of society” by
themselves, they can get a lot of moral support.

The target group that is primarily focused in this research is Gen Z (born between 1997 and 2012),
assuming the fact that they are most likely to look at things from a much rational point of view.

Thus, through this research, it is aimed to study how an individual reacts to choosing a lifestyle and
what factors could be the major driving factors for him.

2
 History
Vegetarianism can be traced to Indus Valley Civilization in 3300–1300 BCE in the Indian
subcontinent, particularly in northern and western ancient India.
Early vegetarians included Indian philosophers such as Parshavnatha, Mahavira,

Acharya Kundakunda, Umaswati, Samantabhadra, and the Tamil poet Valluvar; the Indian
emperors Chandragupta Maurya and Ashoka; Greek philosophers such

as Empedocles, Theophrastus, Plutarch, Plotinus, and Porphyry; and the Roman poet Ovid and the
playwright Seneca the Younger. The Greek sage Pythagoras may have advocated an early form of
strict vegetarianism, but his life is so obscure that it is disputed whether he ever advocated any form
of vegetarianism at all. He almost certainly prohibited his followers from eating beans and from
wearing woolen garments. Eudoxus of Cnidus, a student of Archytas and Plato, writes that
"Pythagoras was distinguished by such purity and so avoided killing and killers that he not only
abstained from animal foods, but even kept his distance from cooks and hunters". One of the earliest
known vegans was the Arab poet al-Maʿarri (c. 973 – c. 1057). Their arguments were based on
health, the transmigration of souls, animal welfare, and the view—espoused by Porphyry in De
Abstinentia ab Esu Animalium ("On Abstinence from Animal Food", c. 268 – c. 270)—that if
humans deserve justice, then so do animals.

Vegetarianism established itself as a significant movement in 19th-century Britain and the United
States. A minority of vegetarians avoided animal food entirely. In 1813, the poet Percy Bysshe
Shelley published A Vindication of Natural Diet, advocating "abstinence from animal food and
spirituous liquors", and in 1815, William Lambe, a London physician, stated that his "water and
vegetable diet" could cure anything from tuberculosis to acne. Lambe called animal food a "habitual
irritation", and argued that "milk eating and flesh-eating are but branches of a common system and
they must stand or fall together". Sylvester Graham's meatless Graham diet—mostly fruit,
vegetables, water, and bread made at home with stoneground flour—became popular as a health
remedy in the 1830s in the United States. Several vegan communities were established around this
time. In Massachusetts, Amos Bronson Alcott, father of the novelist Louisa May Alcott, opened the
Temple School in 1834 and Fruitlands in 1844, and in England, James Pierrepont Greaves founded
the Concordium, a vegan community at Alcott House on Ham Common, in 1838.

3
 Problem Statement
The reckless and unmonitored use by humans has led to a massive depletion of the earth’s natural
resources. No wonder why experts claim that with the current consumption and follow pattern, the
earth is likely to lose all of its natural sources in the next few decades.

Therefore, it has become vital for the people to realise their actions and take immediate action at the
right time, else it won’t be a surprise that people get to witness the repercussions of their actions.

Hence, this research shall aid in indirectly contributing to world sustainability by spreading
awareness about the need to adopt a much efficient way of living through the results of real time data
collected through unbiased sources.

Scope Of Study
The study is essential in determining what motivates Gen Z population to think for their
environment and their individual health.

Also, it can help in proving the fact that this generation group is more inclined towards their
cognitive behaviour rather than following the conventional society belief.

Living a vegan life isn’t about depriving ourself from eating, but it’s about our outlook towards
animals. People assume that they will be cutting down their food intake by removing their sources of
food, however they are unaware that there are lot of plant based alternatives available out there.

Therefore, it is important for everyone to realise that these myths are to be busted, something which
a lot of previous researches have been doing already.

4
 Research Objectives
The objective of this research is to study insights into Vegan Lifestyle and its implications on global
sustainability

1.This research focuses on studying two variables, i.e.; health concern and environmental reasons
that shall affect a person’s mindset.

2.It aims to analyse the degree to which people think that going vegan can impact one’s health.

3.It aims to analyse the degree to which people think that going vegan can impact their environment

4. It tries to have an understanding on the possibilities that if a person chooses a vegan lifestyle, what
could be the reason he does so.

A vegan life can have so much to offer, from reducing the global footprint, reducing emissions and
preserving resources; it’s all how the people prefer to inherit the present knowledge and implement it
in their lifestyle.

The research aims to dive deep into the way Gen Z has been reacting to all sorts of external stimuli
which concerns with the well being of environment and themselves and how do they plan and react
to it

Limitations
Low energy & weight problems-When we switch from an animal-based diet to a plant-
based diet, it becomes difficult to track our calories. It is because plant -based foods are not as rich in calories
as animal-based foods. Hence, if you are eating smaller portions as you did in your earlier lifestyle, it is sure
to bring down your energy levels drastically. You must ensure that you are consuming a proper 2000 calories
diet even while eating a plant-based diet. By not having enough nutrition, you don’t just risk health problems
but also increase your chances to abandon your diet and go back to old ways.

5
Leaky gut issues-The vegan diet excludes all source of animal protein and turns to plant -based
protein sources such as legumes. While legumes are rich in protein, they contain many antinutrients like
phytates and lectin that can increase intestinal permeability and cause a condition known as ‘leaky gut’.
Animal-based protein sources, on the contrary, do not have antinutrients.

Hormones disruptions-Soy is another source of plant protein that vegans turn to. Processed
soy products such as soy milk and tofu are integral parts of a vegan diet. All forms of soy contain
phytoestrogens, and consuming more than the recommended amount of soy can negatively impact
the hormonal levels of the body. Hormonal imbalance can give way to breakouts on the skin, hair
fall, irregular menstrual cycle, skin pigmentation problems and more.

Lack of iron-Plant-based foods contain iron, but it is of a ‘low-heme’ variety which does not get
absorbed into the body properly. Therefore, vegetarians and vegans are at a heightened risk of iron
deficiency. Having a lack of heme iron in the body can cause several sy mptoms, such as fatigue and
anaemia. While iron supplements can be taken to address the issue, there may be a few
uncomfortable side-effects of having it.

Risk of vitamin B12 deficiency-B12 is an essential vitamin, and its deficiency can cause
numerous irreparable damages in the body. Since vitamin B12 primarily comes from animal
products, people following a vegan diet are at considerable risk of developing a deficiency for this
vital nutrient. Hence, if you are on a vegan diet, consider taking a vitamin B12 supplement to help
keep the body functioning correctly.

6
 CHAPTER -2

LITERATURE REVIEW

7
 Literature Review
According to the United Nations, the world population is estimated to climb to 8.6 billion by 2030,
which directly points towards the substantial use of the earth’s natural resources in order to satiate
the world hunger and needs.

An article by the Jerusalem Post mentions that a study was written by Gaya Herrington, sustainability
and dynamic system analysis researcher at the consulting firm KPMG, and published in the Yale Journal
of Industrial Ecology, claiming that we might run out of the natural resources by 2040.

It's not really surprising to assume these facts as our resource consumption has substantially risen
over the last few years and it will only be going to rise taking into account the current paradigm of
consumption and supply.

This utilization can be traced to the use of fossil fuels, meat, fish and seafood, overcultivation.
According to Earth Overshoot Day 2021 Nowcast Report; by David Lin, Ph.D, Leopold Wambersie
MSc, Mathis Wackernagel, Ph.D, the global ecological footprint in 2021 is estimated to be around
2.7 gha (global hectares) per person. In contrast, the biocapacity is around 1.5 gha. Ecological
footprint is a measure of consumption over natural resources by humans through activities like
mining, forestry, fishing, manufacturing, agriculture, etc. on the other hand, biocapacity is the supply
of natural resources. The total ecological footprint has been increased by 4.6 % has compared to
2020 whereas total biocapacity has increased just by 0.3 %.

Our reckless wringing of the limited resources has called for looking up for a much more efficient way
of living or as experts call it- the sustainable lifestyle. Simply put, sustainable living refers to the practice
that targets to reduce the composite environmental impact on the planet by adopting positive changes in
our way of living that make up for the damage that is caused. It needs to be understood that even adopting
a sustainable lifestyle can eliminate negative impact on the environment in full measure, yet a much
substantial results of creating an environmental equilibrium where the impacts are counterbalanced by
our efforts are speculated. Such living is not only vital for the planet’s health but an individual’s as well.
Narrowing the concept of sustainability, the talk of sustainable diet has been widely regarded as a way to
reduce the impact on the environment and stay healthy in the long run.

The Vegan Way

8
A no-meat meal, probably that’s what strikes a mind when it hears the term ‘Vegan’. However, to be
more specific, it has much more to involve along. Although veganism is referred to when speaking
of the mainstream talks of diet, it can also include refraining oneself from all sorts of, probable and
possible ways of exploiting animals for personal satiation. Choosing to follow such a strict way of
living means use of no leather, fur, silk, wool for clothing, beauty products such as cosmetics,
perfumes, shampoos that aren’t tried and tested on animals, other obvious products such as dairy,
honey or the popular industry portmanteau “flexitarian”, the flexible vegetarian who can
occasionally eat meat or fish.

The call of boycotting dairy, to an utter surprise, can be traced to the horrid living conditions cows
are subjected to. From filthy living conditions to cruel transportation, these innocent beings go
through all the possible misery throughout their lives to provide milk, a direct source for so many
dairy products. That’s the reason for the catch on of plant-based alternatives such as soy milk or nut
milk. The myth of failing to harness required protein from a vegan diet has already been debunked
by multiple 8 researches conducted across the world, proudly stating the nutrient rich sources of the
so obsessed nutrient.

People for the Ethical Treatment of Animals (PETA), the popular yet controversial non-
government organization that aims to end the animal suffering has often made claims on what’s
wrong with the animal industry. Instance, the mention of wool, leather and silk, the quite popular
choices of the common lifestyle have been treated with strong criticism and the urge to boycott their
use, considering the extremes the animals have to go through to obtain these. Yet another place
where these sentient beings can be subjected to the wrath of human power is the cosmetics industry.
Conducting chemical trials on them to analyze if they are deemed to be called safe for the human
skin; blatantly exposing them to serious toxicity leading to multiple conditions; paralyses, organ
damage, seizures, to name a few before they meet their inevitable end.

The public responds to this atrocity, we understand and study the factors that they consider while
thinking of adopting to a cruel free lifestyle. The dominant antecedents that will be looked upon are:

• Environmental Concerns

• Health Concerns

9
The concern for an innocent’s life and human ethics can also be considered as another significant
driver that is responsible for the switch in lifestyle.

It shouldn’t come out of surprise as most people refrain themselves due to their cultural beliefs, an
indeed a topic of sentiment.

However, this factor does not involve major quantification and cannot be a influencing variable for
sustainability. The purpose of this research is to look how adopting to the vegan lifestyle contributes
to the overall sustainable development of the planet.

Can sustainability be highly susceptible to a vegan lifestyle?

From lower carbon footprints, curtailing the quantity of emulsions of pollutants in the water bodies,
reducing the chances of heart problems; it has been backed up by scientific research that following a
vegan diet can be inclining towards sustainable environment and health.

Health Implications
“You might get much protein, but probably at a cost of some cholesterol build up in your artery”, as
red meat in high quantity is quite infamous for raising blood cholesterol levels in the body,
discovered by a study, led by scientists at Children’s Hospital Oakland Research Institute (CHORI).

The usual health advantages one can mine from following a vegan diet range from a sustained
managed weight, reduced risk of chronic illness and a much better quality of life. A vegan diet
might also reduce the risk of heart problems, type 2 diabetes and also chances of obesity; due to the
fact that it is wholly derived from plant-based material unlike the processed meat items which are
laced with synthetic additives for the purpose of preservation that is increasing shell life. A
prolonged use of these can be linked to weakening of heart tissues, increasing the possible risks of
cancer and obesity.

According to “Vegan diet health benefits in metabolic syndrome. Nutrients, 13(3), 817” by
Marrone, G., Guerriero, C., Palazzetti, D., Lido, P., Marolla, A., Di Daniele, F., & Noce, A., people
choose to switch to a vegan model of health to promote or restore “good health” and in particular,
talking about body weight and blood pressure as the concerned variables.

10
However, the study also points out the fact that a full vegan diet might not be potent enough to
supply the proper intake of nutrients, still it can be argued that a vegan diet is not devoid of essential
macro or micro nutrients.

The omnipresence of plant-based sources of proteins, vitamins and minerals such as calcium, iodine,
iron, to name a few has made it not much of a hustle to look for the balanced meal. The daily
required intake might get deviated from the mean value though, however one shouldn’t vaguely
assume that people following a vegan diet will suffer from deficiency of nutrients and will be prone
to deficiency diseases.

The only concern that arises is the availability of vitamin B12, animal derived food being the
primary source of it, which otherwise can be fulfilled by supplements or a few plant-based milks.

Talking specifically of Bone Health, a study conducted by Winston J Craig in 2009 published in The
American Journal of Clinical Nutrition titled Health effects of vegan diets concludes that the risk of
any sort of bone fracture was equally same in people following a plant-based diet as well as
omnivores. Any case of the above scenario inclination towards vegans is in case of those with lower
mean calcium intake which could even be possible with omnivores.

Also, bone health doesn’t only associate itself to intake of calcium, but also gets influenced by other
nutrients such as Vitamin D, Vitamin K, Potassium and Magnesium. However, data from more
studies is needed to have a much clearer idea about the bone health in vegans and if it differs from
other dietary forms.

Trista K. Best, MPH, RD, LDN, of Balance One, elaborated that the gut bacteria depend highly on
fibre, which is found in full measure in plant based diets.

However, coming to a conclusion that a vegan diet can improve cognitive health is something that
still requires further study.

Ultimately, it all gets narrowed down to planning. A systematically planned vegan diet will meet the
requirements whereas a poorly planned one will lead to deficiency of vital nutrients; similar to what
can be observed in any sort of diet.

11
Environmental Impacts
It is estimated that food related emissions make up one third of the global greenhouse gas emissions.
A consumer’s food choice shall have a noteworthy impact on the environment, as it is a direct driver
for agricultural production.

Raising livestock for the production of meat and fashion has emerged to be the second highest source
of greenhouse gases, whereas animal farming is yet another source that contributes handsomely to
deforestation, extensive water usage and biodiversity loss by consuming around 70% of the
agricultural land, as reported in an article by Fibre2Fashion.

According to a report published by Oxford University in 2016, it is speculated that by 2050 these
emissions can drop down by 70% if the world population decided to go vegan.

In addition to the food industry, the fashion industry shall be held equally responsible, apart from the
fact that animal husbandry for industry requirements has an impact on 12 environment, the waste
produced by fashion industries is also another notable factor. For instance, the leather tanneries,in
addition to creating poisonous wastewater, it also accounts for the production of solid toxic waste, of
which chromium is the major constituent. All these toxins can percolate in the nearby soil and water
bodies with ease posing a risk of severe contamination.

A study titled “Environmental impact of omnivorous, ovo-lacto-vegetarian, and vegan diet” by Alice
Rosi, Pedro Mena, Nicoletta Pellegrini, Silvia Turroni, Erasmo Neviani, Ilario Ferrocino, Raffaella
Di Cagno, Luca Ruini, Roberto Ciati, Donato Angelino, Jane Maddock, Marco Gobbetti, Furio
Brighenti, Daniele Del Rio & Francesca Scazzina researches the footprint production by taking into
study three diet variants; omnivore, lacto-ovo-vegetarian and vegan diet.

The study forms six food groups (drinks, meat and fish, other animal based food items, cereals and
derivatives, other plant based foods, sweets and desserts).

Keeping aside the lacto-ovo-vegetarian diet, it was a clear observation that the omnivore diet (plant
and animals) exceeds the carbon, water and ecological footprint by broad range.

12
Thus, it is evident that the talk that vegan and sustainable environment is not a completely
hypothesized topic, numerous researches and findings can backbone this statement

Audience Analysis
This research studies the behavioral responses of the Gen Z, the demographic cohort
succeeding the millennials or Gen Y (people born between 1981 and 1996). The
primary difference between both these groups is their relation with the technology.
These generation groups do not consider technology as a means to support their tasks,
rather as an integrated part of their lives.

However, the most influencing factor in the research is their mindset. They are
relatively more accepting to the modern principles of the world and broader minded
than their preceding generation groups,

The modern generation already looks at the world problems through their distinct
perspective. An article by vegworldmag.org by the British author Piers Moore Ede in
the early 2021 indicates that around 35% of Gen Z wished to go vegan by 2021 while
87.5% is worried about the environment.

This shift is primarily observed from youngsters who place animal welfare,
environment, health as their primary concern.

Gen Z remains more conscious of what they consume and how their actions have an
impact on the external environment. For instance, for them consuming a steak or a
turkey on Thanksgiving is not such an integral part of the American Identity
(Impossible Foods Insights, 2019).

According to Joop de Boer, a researcher at Vrije Universiteit Amsterdam, meat

consumption is directly tied to the trait of masculinity where there is a strong
emphasize on the society’s belief that ‘real men’ eat meat, prefer larger proportions

13
and no internal desire to reduce.

If making such a decision of going on a plant based that is likely to question a man’s
masculinity when around people, he is very less likely to choose ‘the better and
healthier option’.

However, that’s where Gen Z are proving to be different as they are not so much
governed by such gender-biased norms.

(Manly’Plates: Generation Z and the Rhetoric of Vegan Men by Erin Trauth)

They value sustainability a lot more than the previous generations and are ready to
make amends to their lifestyle.

It should be well understood that Gen Z has grown completely in the digital era,
living the infamous virtual lifestyle. Yet, it shouldn’t be ruled out that their major play
with technology is what lead to their sporadic shift in mindset. Being constantly
bombarded with tons of sources for retrieving any sort of data for looking for a
solution to their concern, they have such as easy access to it, to the degree previous
generations couldn’t have ever reckoned.

Thus, at the time in world where the talk of health deterioration, environmental crisis
and animal rights spreads like a wildfire, it isn’t astonishing to any certain extent that
this group would stay unbeknownst to it, especially when they follow their curiosity
to explore their surroundings, their never ending desire to stay perpetually healthy
and also caring for all the other beings on the planet.

14
 Below is a brief of different researches conducted to determine how veganism is
associated with sustainability.

The following table show some of the researches about the topic along with the date
published, the author’s name and the primary findings and conclusions.

Date Author Research Topic Findings

Published

Primary
motivation
04 June 2014 Joan Sabaté & Sustainability of plant- of going vegan
was
Sam Soret based diets: back to the animal welfare
future (in Israel and Spain) followed by
environmental
concerns.

21 July 2017 Alice Rosi, Pedro Mena, Environmental impact of The vegan diet

had
Nicoletta Pellegrini, Silvia omnivorous, ovo-lacto- the lowest
composite
Turroni, Erasmo Neviani, vegetarian, and vegan diet carbon footprint,
Ilario Ferrocino, Raffaella water footprint
and
Di Cagno, Luca Ruini, ecological
footprint
Roberto Ciati, Donato when compared
with
Angelino, Jane Maddock, an omnivore diet,
but
Marco Gobbetti, Furio had a very little
Brighenti, Daniele Del Rio higher water
& Francesca Scazzina footprint than
lacto-
ovo-vegetarian
diet
Bingli Clark Chai,Johannes Which diet has the least Vegan diet have

15
 Reidar van der environmental impact on lowest CO2
30 July 2019 Voort,Kristina our planet? a systematic production per
2000
GrofelnikORCID,Helga review of vegan, kcal consumed,
along
Gudny Eliasdottir,Ines with less burden
on

16
 Klöss and Federico J. A. vegetarian and water and
Perez-Cueto omnivorous diets land resources

The Vegetarian and Vegan In comparison to

17 May 2021 H. Gendel-Guterman & B. Communities Supporting meat diets, plant

Derqui Sustainability Through based diets have been

Responsible Consumption found to be more
sustainable as they
use relatively less
natural resources.

16 Sept 201 Kadri Aavik, Marta Velgan Vegan Men’s Food and Majority of men did

Health Practices: A Recipe not become vegan for

for a More Health- health reasons as
Conscious Masculinity? they had been
conscious about it
already, however
going vegan did
show an impact in
improving physical
and mental health.

17
 CHAPTER -3

RESEARCH
METHODOLOGY

18
 Research Methodology

The study is an exercise involving estimation of the concerned variables as regards to a vegan lifestyle.
The research was designed so as to get the relevant information that can be used for various health
purposes and associating vegan with management.

DATA SOURCE:

Research used both primary and secondary data to accomplish the objectives.

PRIMARY DATA: It is the first hand gathered to help solve the problem at hand. Data is collected
personally for the specific project through research. Questionnaire was designed to gather responses of
the target audience i.e., Gen Z on their outlook towards following a vegan lifestyle. A total of 100
responses are collected.

SECONDARY DATA: It is the second hand data already available and collected by someone else. The
data were extracted through a plethora of relevant researches conducted alongside various websites that
allude to the topic. All references mentioned.

DATA COLLECTION:

The study used the survey method to collect the raw information specific to the current research work.
The survey method is advantageous because it helps to collect detailed information about an individual
respondent. Data was collected from an audience aged between 12 to 25 through the medium of a
questionnaire, which was a produced digitally through the Google application Forms

Survey:

The type of survey undertaken was that of sample type keeping in consideration the health and
environment constraints.

Statistical Tool:

The tool used for obtaining the relevant information was questionnaire. A well structured questionnaire
was administered to the sample of the study. The questionnaire was designed keeping in view the core
objectives of the study.

Data completion and analysis:

After the data was collected, it was tabulated and findings of the project were presented followed by
analysis and interpretation to reach certain conclusions. Measure of central tendency leads in getting us
to the desired conclusion. We'll be using measures of Mode because it gives a clear picture and easy to
analyse and bring result.

19
CHAPTER -4

ANALYSIS

20
 Analysis, Discussion and Recommendation

Data Collection (sources and approach)

Data was collected from an audience aged between 12 to 25 through the medium of a
questionnaire, which was a produced digitally through the Google application Forms.

Data Analysis

A total of 100 unbiased responses were collected from the specified age group (12 to 25).
Below are chart representations and the Likert scale data.

Fig 2.1
Out of 100 responses, different age groups had the following responses:

Age (in years) Frequency

12 1
13 0
14 0
15 0
21
16 4
17 12

22
 18 30
19 21
20 13
21 11
22 3
23 1
24 1
25 3
Total 100

Fig 2.2

When asked if the audience believes if sustainability is the new normal,

following responses were recorded:
76% of answers i.e., 76 people were in favour of the statement.
4% of answers i.e.; 4 people deny this statement
22% of answers i.e., 22 people had ‘maybe’ as their choice.

23
 Fig 2.3
The pie chart above shows that:

97% of the responses (97 people) are aware about what is a vegan lifestyle while just
3% of the responses weren’t aware of it.

Fig 2.4

If vegan living has contribution towards sustainable development, people had

the following belief:
63% (63 people) voted for ‘YES’
7% (7 people) voted for ‘NO’
30% (30 people) voted for ‘MAYBE’

24
 Fig 2.5

As per the above chart, 70% of the people don’t follow a vegan lifestyle while a
30% does.

Fig 2.6

For all those who had an affirmative answer in the previous question about
following a vegan diet, the next question was determining which was the leading
factor

Initial Observation

Variable Responses
Environmental Concern 4
Health Reasons 12
Both Of The Above 32
Total 48

25
Adjusted Observation (eliminating people who don’t follow a vegan diet
and answered)

Variable Responses
Environmental Concern 3
Health Reasons 6
Both Of The Above 21
Total 30

Fig 2.7

A Likert scale was used to understand on what degree people think that going
vegan can impact environment:

Likert Value Frequency

1 4
2 10
3 37
4 31
5 18
Total 100
1-less likely
5-highly

26
 Fig 2.8

Another Likert scale was used to understand on what degree people think that
going vegan can impact health:

Likert Value Frequency

1 5
2 11
3 16
4 35
5 33
Total 100

Fig 2.9
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For all those who answered they weren’t following a vegan diet in the above
question, they were asked if they plan to ever switch their lifestyle pattern what will
be the driving factor.

Initial Observation

Variable Responses
Environmental Concern 9
Health Reasons 24
Both Of The Above 54
Total 87

Adjusted Observation (eliminating people who follow a vegan diet and answered
or people who don’t and didn’t answer)

Variable Responses
Environmental Concern 8
Health Reasons 19
Both 25
Total 52

Major Findings and Inferences

Interpreting each different chart and table.

The use of mode will be applied to the data to determine the highest observed
value from a simple frequency distribution table.

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 4.1.1 – Age Observation

Age (in years) Frequency

12 1
13 0
14 0
15 0
16 4
17 12
18 30
19 21
20 13
21 11
22 3
23 1
24 1
25 3
Total 100

Mode: 18 (30 responses)

Result: The larger part of responses comprised of youth aged 18.

4.1.2 – Sustainability as the new normal

The results showed that 76% of the audience believes that sustainability is/will be
the new normal

Results: supports the statement that a majority of Gen Z is aware of the fact that
there is a need to preserve the environment.

4.1.3 – Aware of vegan lifestyle

97% people know what is a vegan lifestyle

Result: almost all who were a part of this data are aware of the vegan
lifestyle, another indicator to their awareness

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 4.1.4 – Vegan and Sustainable Development

From the data it is observed that 63 people say that vegan lifestyle contributes to
the sustainable development, 30 people are uncertain of making an affirmative
claim while 7 people deny the stamen.

Result: more than half of the observed Gen Z believes that following a vegan
lifestyle shall contribute to the sustainable development.

4.1.5 – Following a vegan diet

Results: according to the responses 70 people do not follow a vegan diet while
only 30 people do

4.1.6 – People Following Vegan Lifestyle and Reason (adjusted data)

Variable Responses
Environmental Concern 3
Health Reasons 6
Both Of The Above 21
Total 30

Mode: Both Of The Above

Results: of all those people who follow a vegan lifestyle, they cited
environmental reasons and health as their primary driver

4.1.7 – Vegan and Environment

Likert Value Frequency

1 4
2 10
3 37
4 31
5 18
Total 100

Mode: 3

Result: as one can see, majority of people have a neutral choice on degree of
impact by vegan living on the environment, whereas the following substantial
number (31), inclines towards the belief that vegan can have a positive impact on
environment.
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4.1.8 – Vegan and Health

Likert Value Frequency

1 5
2 11
3 16
4 35
5 33
Total 100

Mode: 4

Result: when asked about health, major contribution goes to the

higher degree of the scale i.e., 4 and 5 with 35 and 33 responses
respectively, thus we can imply that Gen Z is also of the notion that
going vegan can have a positive impact on health.

4.1.9 – Future Vegan and Reason (adjusted data)

Variable Responses
Environmental Concern 8
Health Reasons 19
Both 25
Total 52

Mode: Both
Result: people who aren’t following a vegan diet, said that both
environment and health shall be the governing factor in their
lifestyle switch, while a good number also voted only for health

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CHAPTER -5

SUGGESTIONS
&
CONCLUSIONS

32
 Conclusion

The research conducted gave an insight into the mindset of the Gen Z and their view
on vegan and sustainability. While it may not be wrong to say that Gen Z is quite in
favour of the environment and their health, it must also be noted that there have been
mixed and uncertain responses from the audience. This could be due to lack of
understanding of the concept of vegan or other subjective reasons

Another inference one can make out from the pie chart for concerned variables was
that the audience believes that they chose or might choose no animal products
primarily for their health and less importance was given to environment when it was
about implementing it in their own lifestyle.

Otherwise, it has scientifically backed up by real time data which has showcased that making
some modifications in the consistent lifestyle by switching to a plant based one can bring
good not only to one’s health by also the environment as a whole.

33
 References
1) Sabate, J., & Soret, S. (2014). Sustainability of plant-based diets: back to the
future. The American journal of clinical nutrition, 100(suppl_1), 476S-482S.
2) Chai, B. C., van der Voort, J. R., Grofelnik, K., Eliasdottir, H. G., Klöss, I.,
& Perez-Cueto, F. J. (2019). Which diet has the least environmental impact on
our planet? A systematic review of vegan, vegetarian and omnivorous
diets. Sustainability, 11(15), 4110.
3) Gendel-Guterman, H., & Derqui, B. (2021, June). The Vegetarian and Vegan
Communities Supporting Sustainability Through Responsible Consumption.
In National Brand and Private Label Marketing Conference (pp. 65-76).
Springer, Cham.
4) Aavik, K., & Velgan, M. (2021). Vegan Men’s Food and Health Practices: A
Recipe for a More Health-Conscious Masculinity?. American journal of men's
health, 15(5), 15579883211044323.
5) https://impossiblefoods.com/blog/generational-trends-kids-in-the-kitchen
(online read)
6) https://www.overshootday.org/content/uploads/2021/06/Earth-Overshoot-
Day-2021-Nowcast-Report.pdf (online read)
7) Trauth, E. (2020). " Manly’Plates: Generation Z and the Rhetoric of Vegan

8) https://vegworldmag.com/the-vegan-revolution-how-plant-based-foods-areset-
to-dominate-the-economy/ (online read)
9) https://www.ucsf.edu/news/2019/06/414606/red-and-white-meats-are-equallybad-
cholesterol (online read)
10) Marrone, G., Guerriero, C., Palazzetti, D., Lido, P., Marolla, A., Di Daniele,
F., & Noce, A. (2021). Vegan diet health benefits in metabolic syndrome.
Nutrients, 13(3), 817.
11) Ogle, R. Benefits of a Vegan Diet for Your Health and Environment.
12) Craig, W. J. (2009). Health effects of vegan diets. The American journal of
clinical nutrition, 89(5), 1627S-1633S.
13) https://www.ox.ac.uk/news/2016-03-22-veggie-based-diets-could-save-
8-million-lives-2050-and-cut-global-warming (online read)

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14) https://www.fibre2fashion.com/industry-article/8587/does-animal-agriculturefor-
fashion-contribute-to-climate-change (online read)
15) Rosi, A., Mena, P., Pellegrini, N., Turroni, S., Neviani, E., Ferrocino, I., ... &
Scazzina, F. (2017). Environmental impact of omnivorous, ovo-lactovegetarian,
and vegan diet. Scientific reports, 7(1), 1-9.
16) https://thebeet.com/7-ways-youll-feel-better-after-going-plant-based-fromenergy-
to mood/#:~:text=%E2%80%9CGut%20bacteria%20depend%20on%20fiber,mo

re%20efficiently%2C%E2%80%9D%20she%20elaborates (online read)

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 Annexure

The questionnaire is as below:

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37
38
Google Form Link: https://forms.gle/grx4jHqSH7h4qQecA

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