Going against the herd: how to be a vegan in a patriarchal, meat-centric society
Baizakova A. Tagmanov U. Zhakupov A. Saiymova M. Filimonau V. Sezerel H.
December 2025Elsevier B.V.
International Journal of Gastronomy and Food Science
2025#42
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.
Food consumption , Intersectionality , Patriarchy , Resistance , Social identity , Sustainability , Veganism
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Department of Design, Service and Tourism, Turan-Astana University, Astana, Kazakhstan
Department of Hospitality, International University of Tourism and Hospitality, Turkestan, Kazakhstan
Department of Tourism, L.N. Gumilyov Eurasian National University, Astana, Kazakhstan
Kazakh University of Technology and Business (KazUTB), Astana, Kazakhstan
Business School, University of Surrey, Guildford, United Kingdom
Department of Tourism and Hospitality Management, Anadolu University, Eskisehir, Turkey
Department of Design
Department of Hospitality
Department of Tourism
Kazakh University of Technology and Business (KazUTB)
Business School
Department of Tourism and Hospitality Management
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