Researchers in Germany surveyed over 1,500 adults to understand why some people eat vegan diets while others eat meat and animal products. They found that people who follow vegan diets are mainly motivated by ethical concerns (helping animals), health reasons, and environmental protection. Interestingly, watching documentaries was the biggest influence that led people to try veganism. The study also showed that vegans are more likely to take vitamin B12 supplements and actively seek out nutrition information compared to people who eat omnivorous diets. These findings could help health officials create better programs to encourage healthier eating habits.

The Quick Take

  • What they studied: Why do some people choose to eat only plant-based foods (vegan) while others eat meat and animal products? What are the differences in how these two groups think about food and nutrition?
  • Who participated: 1,562 German adults completed an online survey—738 who follow a vegan diet and 824 who eat meat and animal products. The groups were balanced by age and gender to make fair comparisons.
  • Key finding: People who eat vegan diets are primarily motivated by concern for animals (47%), followed by health reasons (22%) and environmental concerns (14%). Watching documentaries was the single biggest influence that convinced people to try veganism, mentioned by 73% of vegans.
  • What it means for you: If you’re considering a vegan diet, understand that most people who successfully switch are motivated by values beyond just health. Documentaries and social influence from friends and family play a big role in the decision. If you do switch, vitamin B12 supplementation appears important for vegans to consider.

The Research Details

This was a cross-sectional survey study, which means researchers collected information from people at one point in time rather than following them over months or years. Participants completed an online questionnaire through an internet panel in Germany. The researchers asked detailed questions about attitudes toward food, reasons for dietary choices, and nutrition behaviors. They compared responses between people eating vegan diets and those eating omnivorous diets (including meat and animal products). The study used statistical tests to determine whether differences between groups were meaningful or just due to chance.

Understanding why people choose certain diets and how they think about food is crucial for public health officials who want to encourage healthier eating patterns. By learning what motivates people and what influences their decisions, health programs can be designed more effectively. This research provides real-world insights into the psychological factors that matter when people consider changing their diet.

This study has some important strengths and limitations to consider. The sample size was reasonably large (over 1,500 people), and the researchers balanced age and gender between groups for fair comparison. However, the study was conducted online, which means it may not represent all German adults—particularly older people or those without internet access. The researchers acknowledge this limitation. The study is descriptive rather than experimental, so it shows associations and patterns but cannot prove that one thing causes another.

What the Results Show

The research revealed clear patterns in why people choose vegan diets. Nearly half (47%) cited ethical reasons—primarily concern for animal welfare. Health considerations motivated 22% of vegans, while environmental concerns drove 14%. Notably, 73% of vegans reported that watching documentaries was a key experience that influenced their decision to change their diet. More than half (53%) said that other people—friends, family, or social circles—influenced their choice to become vegan.

When asked about their own diets, vegans perceived significantly fewer health risks and greater health benefits compared to omnivorous people. This suggests that vegans have more positive views about the safety and benefits of their dietary choice. The difference was statistically significant, meaning it’s unlikely to be due to chance.

Vegans also showed greater engagement with nutrition information. About 86% of vegans reported actively staying informed about nutrition compared to 64% of omnivorous respondents. Both groups differed in which sources they found most useful for nutrition information, with vegans and omnivorous people trusting different types of resources.

An important secondary finding involved vitamin B12 supplementation. Two-thirds (66%) of vegans reported taking vitamin B12 supplements, compared to only 34% of omnivorous people. This suggests that vegans are aware of the need for this specific nutrient and are taking steps to address it. Regarding children, the study found that dietary choices often run in families. Up to 48% of vegan parents raise their children on vegan diets, while up to 97% of omnivorous parents raise their children on omnivorous diets. This indicates that family dietary patterns tend to persist across generations.

These findings align with and expand upon previous research about vegan diets and the people who choose them. Earlier studies have suggested that vegans are motivated by ethical and environmental concerns, and this German study confirms those patterns. The emphasis on documentaries as a key influence is a particularly valuable addition to existing knowledge, as it highlights the power of visual media in influencing dietary decisions. The research also builds on previous work showing that vegans tend to be more engaged with nutrition information.

Several limitations should be considered when interpreting these results. First, the study was conducted online, which means it may not include people without internet access or those less comfortable with technology. Second, the sample was not randomly selected from the entire German population, so results may not represent all Germans. Third, because this is a cross-sectional study (snapshot in time), it cannot determine cause and effect—for example, we cannot say whether documentaries cause people to become vegan or whether people already interested in veganism seek out documentaries. Fourth, the study relied on self-reported information, which may be subject to bias or inaccuracy. Finally, the effect sizes, while statistically significant, were sometimes small, suggesting that while differences exist, they may not be dramatic in practical terms.

The Bottom Line

Based on this research, here are evidence-based suggestions: If you’re considering a vegan diet, be aware that most successful vegans are motivated by values beyond health alone—ethical and environmental concerns are primary drivers. If you do adopt a vegan diet, ensure you take vitamin B12 supplements, as this appears to be an important practice among vegans. Actively seek out reliable nutrition information to ensure your diet is well-balanced. If you’re trying to encourage others to consider plant-based eating, documentaries and peer influence appear to be effective tools. These recommendations are supported by the research but should be discussed with a healthcare provider for personalized advice.

This research is most relevant to people considering a vegan diet, health professionals developing nutrition programs, and public health officials designing dietary interventions. It’s also valuable for anyone interested in understanding how people make dietary choices. However, this study specifically examined German adults, so findings may not apply equally to other countries or cultures with different food traditions and values. People with specific health conditions should consult healthcare providers before making major dietary changes.

If you’re considering switching to a vegan diet, expect an adjustment period of several weeks to months as your body adapts and you learn new eating patterns. The influence of documentaries and social support suggests that motivation and community support are important for long-term success. Most people who successfully maintain a vegan diet report that their initial decision takes time to solidify into a lasting habit.

Want to Apply This Research?

  • Track your vitamin B12 intake weekly, noting whether you’re taking supplements or consuming fortified foods. Set a goal to log this at least 3 times per week to ensure consistency.
  • If considering veganism, use the app to log your motivation (ethical, health, environmental, or social) and track which information sources you find most helpful. Create reminders for vitamin B12 supplementation if you adopt a vegan diet.
  • Over 3-6 months, monitor your nutrition knowledge by tracking how many reliable nutrition articles or resources you engage with monthly. Also track your supplement adherence and any changes in how you perceive the health benefits and risks of your diet.

This research describes patterns and associations in dietary choices but does not prove that vegan diets are superior or that everyone should adopt them. Individual nutritional needs vary significantly based on age, health status, activity level, and other factors. Anyone considering a major dietary change, especially veganism, should consult with a healthcare provider or registered dietitian to ensure their diet meets their individual nutritional needs. This is particularly important for children, pregnant women, and people with existing health conditions. The findings are based on a German population and may not apply equally to other regions or cultures.