Thirty-two vegans were interviewed in order to examine the reasons for becoming vegan, the sustaining motivation to persist, the interpersonal and intrapersonal impact of the diet and associated practices, and the vegans’ assessment of omnivores’ eating practices. Interviews were analyzed using a model that diagrams the process of becoming vegan provided by McDonald . Participants reported strained professional and personal relationships as a result of their diet and beliefs. Vegan diets were associated with an increase in physical, eudaemonic, and spiritual (...) well-being. (shrink)