Going against the herd: how to be a vegan in a patriarchal, meat-centric society

This study examines the lived experiences of vegans in Kazakhstan, a patriarchal and meat-centric society, through an Interpretive Phenomenological Analysis of twenty in-depth interviews. It explores the socio-cultural challenges and adaptations faced by individuals navigating vegan lifestyles within a context dominated by traditional meat and dairy consumption. Findings reveal that Kazakhstani vegans experience social isolation, familial pressure, and cultural misunderstandings, yet they demonstrate subtle and overt resilience. The study extends intersectionality theory by highlighting the interplay of generational, gender, and familial factors, and demonstrates the utility of the resistance concept in understanding how vegans challenge dominant meat-centric norms and traditional gender roles. The study extends social identity theory by showing the dynamic construction of vegan identity in a culturally specific context. The study underlines the importance of cultural sensitivity in promoting vegan food choices and offers practical recommendations for veganism advocates, policymakers, healthcare professionals, and grocery and foodservice industry professionals.