“I feel like I'm making a good difference to the world”: Interviews with Australian men on their motivations to become vegan

Australian vegan men face unique societal pressures, cultural norms and expectations of masculinity. Using a phenomenological approach, this semi-structured interview study explored the dietary motivations of 27 Australian vegan men. Thematic template analysis revealed three themes: (i)Head and Heart Decisions: From Initial Motives to Deepened Ethical Commitment: clarity of motives to initiate versus clarity of values to adhere to veganism, (ii) Bridging Worlds: The Influence of Vegan and Non-Vegan Social Circles: the importance of social connection in initiation of a vegan diet and (iii) Resolving Cognitive Dissonance: Making a Difference, Promoting Kindness and Aligning Values: the desire to align values to live a kinder life. Personal, ethical and social factors shape vegan men's dietary choices. These findings highlight opportunities for health promotion initiatives to support vegan men by fostering inclusive environments, addressing identity-related barriers, and promoting dietary choices that align with both personal values and holistic wellbeing.