The interest in vegetarianism and veganism is increasing and the dietary option of abstaining from animal food products is currently a widely discussed and social relevant issue.The present study aims to provide a quantitative overview of the vegan diet, particularly the sociological aspects related to adoption, maintenance and obstacles connected with this diet.

A web-based survey was conducted on facebook groups related tovegetarianism and veganism. 8531 participants (86.3% females) answered the survey, from those 6761 were vegan. Moral/ethical, animal and environmental protection, and health benefits seem to be the main reasons to adopt a vegan diet. Furthermore, demographic factors seem to have an effect on both the adoption and maintenance of a vegan diet. Younger participants appear to put more relevance on ethical/moral reasons, environmental and animal protection for adopting and maintaining a vegan diet. Living in a vegan household suggests less perceived difficulties and obstacles to the maintenance of a vegan diet and highers the relevance of moral/ethical reasons, environmental and animal protections as main motivations for a vegan diet. Also, being a female seems to higher health benefits as a source of inspiration to start a vegan diet but it also seems to increase the perceived difficulties.