Young Consumers’ Perception of Vegan Food: A New Ethic, a Trend or a Risk?

Given the increasing popularity of veganism in recent years, this article highlights the health, ethical and environmental considerations in changing dietary style and promoting sustainable food consumption, answering questions about the related motivations for vegan dietary adoption. The article is based on qualitative research among young consumers, and the data collection was conducted in a focus group, with the aim of identifying their perceptions of vegan food. The data analysis followed a thematic coding methodology, identifying the main typologies of perceptions and behaviors that determine the adoption or rejection of this eating style, taking into account the existing social and economic barriers. The food system needs to adjust its production, marketing and promotion strategies to adapt to the growing trend of vegan food, and the study brings a new perspective on the decision to adopt vegan food, by linking economic factors with the ethical, cultural and sustainable dimension of this food style in Romania. The study contributes to the literature by highlighting the determinants of the transition to a vegan diet among young people, as well as by identifying the information gaps that influence food choices. The results emphasize the need to improve nutrition education and informed access to plant-based foods, as there are practical as well as psychological difficulties in the adoption of vegan diets by young people. This research differs from previous studies by analyzing the perception of vegan food in Romanian universities and by integrating economic factors with the ethical, cultural and sustainable dimension.