Our research question is: “What motivates people to go vegan?” Through online research like google trends, data scraping& visualization, literature review and the use of netnography, we tried to answer the research question. From our research, we found out several things, regarding veganism in America, namely the reasons why people turn vegan, and the themes / topics people use to discuss these online.

From the netnography and online research conducted by websites, social media and blogs, we found out the biggest reasons for people (in America) to turn vegan were the following:

  • Ethics (animal rights/ animal cruelty).
  • Healthy lifestyle.
  • Environment.

From the research which we conducted by use of Gephi and Instagram Hashtag Explorer, we found out that the main trends amongst veganism were: healthy lifestyle, vegan diets and animal cruelty.