Veganomics

Veganomics: The Surprising Science on What Motivates Vegetarians, from the Breakfast Table to the Bedroom, by Nick Cooney.  Lantern Books, 2014.

A very helpful little book for veg activists, Veganomics brings together data collected in recent years about a number of topics, such as: what motivates people to reduce or eliminate meat consumption (answer: primarily animal cruelty and health concerns), what demographic group is most likely to go vegetarian (young women), what are the most effective ways to tailor vegetarian outreach to make it appealing to people (one example: refer to food as “meat-free” instead of “vegetarian”), why to emphasize cutting out chicken, fish and eggs instead of red meat (chickens and fish account for 92% of the farm animals killed for food in the U.S. and represent 95% of the days of animal suffering caused each year by omnivores).

Again, all the topics in the book are approached in terms of actual scientific studies involving real people; it’s not just someone’s guess or opinion. There’s much more: what factors influence the choice to eat meat analog products? Why are there so many more female vegetarians than male? Is it effective to use graphic images of farm animal cruelty? What are the barriers for people to give up meat and how can we overcome them? And, as alluded to in the book’s subtitle, do vegetarians have better sex lives?
Everyone who cares about farm animals and the planet, and wants to know maximally effective strategies to persuade people away from meat, should pick up this book.

(Note: Despite its title, Veganomics does not discuss veg economics, the huge cost of America’s meat habit.  For that topic, I recommend another excellent recent book, Meatonomic$, by David Robinson Simon. See my review here.

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