Date of Award

Summer 8-2022

Document Type


Degree Name

Doctor of Philosophy (PhD)

First Advisor

Michael Ternes


Despite veg*n scholarship within psychological science, much of this research examined anti-veg*n attitudes amongst non-veg*ns complemented with scarce research on the impact of anti-veg*n stigma and experiences of veg*ns. Underpinned by critical feminist framework with a phenomenological approach, the present study, a convergent mixed method design, examined the relationship between anti-veg*n stigma and multicultural awareness among 165 non-veg*ns and explored the experiences of 13 veg*ns in the context of stigma. Path analysis revealed that multicultural awareness and attitudes towards those with different dietary habits (e.g., veg*n diets, p. 19) was negatively associated with attitudes towards vegans. Additionally, path analysis revealed that attitudes towards vegetarians were negatively associated with attitudes towards different dietary habits and not with multicultural awareness and attitudes. Qualitative analysis revealed 5 salient themes: 1) The Veg*n Experience, 2) Contextual Concealment and Outness, 3) Anti-Veg*n Messages and Discrimination, 4) Navigation Strategies, and 5) Centrality of Nonhuman Consumption and Related-Inequalities. These themes characterized participants’ experience, perceptions, and navigation of anti-veg*n stigma at all levels of society as well as perceived benefits and costs related to veg*n identification. Integration of qualitative and quantitative revealed differences in perceptions of anti-veg*n attitudes towards veg*ns. Implications for clinical practice, training, and policy development are discussed.