A study by two Concordia University researchers has investigated how vegans navigate relationships and society in a predominantly meat-eating world. The study identified three types of social conflict for vegans, including shared activities, disagreements within the vegan community, and challenges in finding vegan-friendly products. Vegans employ four behaviors, such as decoding and chameleoning, to navigate shopping, cooking, and eating with non-vegans.

The study, published in the Journal of Consumer Research, revealed that many vegans faced personal struggles and stress in their relationships, leading some to retreat from veganism. The symbolic threat that vegans can present to meat-eating identities was also discussed, as vegans may be perceived as judging others. Overall, the study sheds light on the social skills and adaptations made by vegans to survive and coexist in a world where their ethical choices may cause friction with others.