Social Identity and Wellbeing of Australian Vegan Men: A Qualitative Interview Study

INTRODUCTION: With the global rise of veganism, shifting dietary habits are reshaping the social roles and identities of Australian vegan men. Despite a predominance of research in female experiences of veganism, this topic remains underexplored for men. METHOD: Using the social identity theory framework, this phenomenological, semi-structured interview study explores how 27 Australian vegan men perceive and navigate their social identities within their social relationships. Using reflexive thematic analysis, we found four main themes. RESULTS: The first two illustrating out-group interactions: (i) masculinity and moral identity and (ii) navigating vegan identity: community and cultural integration and the final two illustrating within-group interactions, (iii) Negotiating dietary boundaries: whole-food and flexible veganism and (iv) close connections: strengthening personal bonds. CONCLUSION: Australian vegan men navigated their social identities through out-group dynamics involving masculinity, ethical commitments and community integration, and in-group dynamics marked by dietary boundary negotiation and solidarity with vegan communities. However, they also faced social isolation and strained relationships. SO WHAT?: Their experiences reflected identity negotiation processes shaped by moral values, subgroup tensions and the importance of supportive social relationships in sustaining vegan practices. We recommend awareness of vegan male experiences of stigma, false perceptions and struggles with masculine ideals versus masculine values.