“A football team with no midfield”: A qualitative analysis of anti-vegan stigma in Italy

A growing body of research has demonstrated the prevalence of unfavourable attitudes towards individuals who adhere to a vegan diet and has provided empirical evidence to support the existence of an anti-vegan ideology. The present study aims to contribute to extant knowledge by examining the social perception of veganism and vegans in Italy. Italy is a nation characterised by a traditional culture of food that serves as a significant catalyst for collective identification and national pride. However, the country is experiencing significant changes that are precipitating a diversification of dietary habits and a transformation of the cultural identity of its citizens. A structured interview was administered to 156 participants (85 women) aged 19 to 68. A framework analysis of the interview data yielded three overarching themes: 'Veganism as a deficit', 'Veganism as naturalness', and 'Veganism as a threat'. The analysis demonstrated the pervasive negative perceptions of the vegan diet as a deficiency and a potential threat to cultural identity, alongside a concomitant stigmatisation of individuals who adhere to a vegan diet. This stigmatisation is rooted in the normative perspective of carnism, even in a country whose diet is not meat-centric. Notwithstanding this predominantly negative perception, one of the themes presented in this study offers a positive assessment of veganism, centred on its naturalness. The present analysis illuminates and deepens the multifaceted and somewhat contradictory nature of the social perception of veganism within a context characterised by contrasting features and relevant social changes.