Exploring the Surge of Vegan Dietary and Lifestyle Adoption in Saudi Arabia: Motivations, Implications, and Prospects
Saudi Arabia has a deeply ingrained cultural tradition of offering meat dishes to guests, and a meat-based diet is the norm in the country. Therefore, the rise of vegan dietary and lifestyle adoption in Saudi Arabia is surprising and deserves attention. It is pertinent to understand the perceptions and motivations behind this phenomenon, especially in relation to food and sustainability. Recent research conducted among Saudis aims to investigate this emerging trend and identify key differences in dietary identity between Saudi vegetarians and vegans. It uses the Dietary Identity Questionnaire developed by Rosenfeld and Burrow.
Among the findings, the study reveals that the vegan group scored significantly higher on the prosocial motivation construct. This indicates that the desire to contribute to society's well-being is a stronger motivating factor for vegans. Additionally, the vegan cohort scored higher in personal motivation.
Understanding the factors that drive individuals in a meat-based culture like Saudi Arabia to adopt vegetarian or vegan diets from an environmental and public health perspective can help promote healthier and more sustainable food behaviors among others.
Significant differences were observed between the vegetarian and vegan groups in terms of the factors motivating their lifestyle choices. These factors included pro-social, personal, and moral motivations. The vegan group demonstrated a significantly higher score on the prosocial motivation construct. This indicates that the desire to contribute to society as a whole is a stronger driving force for vegans than vegetarians when it comes to their dietary decisions. These findings align with previous studies, such as Reuber & Muschalla's research. These studies also found a correlation between heightened moral motivation and dietary identity. Additionally, in this study, the vegan cohort scored higher in the personal motivation category. This suggests that vegans may prioritize improving health outcomes more than vegetarians.
In the Rosenfeld study, vegans had significantly higher private and lower public regard than vegetarians. This suggests that those who adopt a vegan diet may hold a more favorable opinion of their peers who share similar dietary choices. However, they may feel more persecuted or stigmatized by those who do not share their dietary views.
Individuals who choose a vegetarian or vegan diet for health reasons may be less likely to identify with other aspects often associated with vegan lifestyles. These aspects include ethics, activism, or strong political views. In contrast to those who make dietary choices based on a healthy lifestyle, political motives can lead to animosity and greater difficulty in relating to individuals with different dietary perspectives.
The World Bank recognizes "social sustainability" as an effort to foster resilient and peaceful communities. Food culture, availability, and behavior play a crucial role in this endeavor. Hospitality is deeply rooted in Middle Eastern culture, particularly in Saudi Arabia. It is synonymous with the Arab world due to its hospitality. Saudi Arabian culture traditionally offers meat dishes to guests. Moreover, a carnivorous or meat-based diet is the norm in the country. Plant-based diets are becoming more popular.
According to a recent SPER Market Research report, "Saudi Arabia Vegan Food Market Growth 2023: Emerging Trends, Scope, Challenges, Opportunities, and Forecast Research Report 2033", Growing interest in vegan cuisine is a result of people becoming more aware of the advantages of a plant-based diet and how their dietary choices affect their overall health. People who choose vegan lifestyles are driven by concerns about environmental sustainability and the carbon footprint of animal agriculture. Consumers are increasingly choosing vegan options due to growing awareness of animal cruelty in the food industry. In Saudi Arabia, the accessibility and availability of vegan food options have dramatically increased, with a wide variety of vegan products being offered by supermarkets, restaurants, and food delivery services. Additionally, social media and celebrity endorsements have played a crucial role in promoting veganism and influencing consumer.
