YOUNG CONSUMERS' PERCEPTION OF VEGAN FOOD: A NEW ETHIC, A TREND OR A RISKP

Abstract

Given the increasing popularity of veganism in recent years, this article highlights the health, ethical and environmental considerations in changing dietary style and promoting sustainable food consumption, answering questions about the related motivations for vegan dietary adoption. The article is based on qualitative research among young consumers, and the data collection was conducted in a focus group, with the aim of identifying their perceptions of vegan food. The data analysis followed a thematic coding methodology, identifying the main typologies of perceptions and behaviors that determine the adoption or rejection of this eating style, taking into account the existing social and economic barriers. The food system needs to adjust its production, marketing and promotion strategies to adapt to the growing trend of vegan food, and the study brings a new perspective on the decision to adopt vegan food, by linking economic factors with the ethical, cultural and sustainable dimension of this food style in Romania. The study contributes to the literature by highlighting the determinants of the transition to a vegan diet among young people, as well as by identifying the information gaps that influence food choices. The results emphasize the need to improve nutrition education and informed access to plant-based foods, as there are practical as well as psychological difficulties in the adoption of vegan diets by young people. This research differs from previous studies by analyzing the perception of vegan food in Romanian universities and by integrating economic factors with the ethical, cultural and sustainable dimension.

Headnote

Abstract

Given the increasing popularity of veganism in recent years, this article highlights the health, ethical and environmental considerations in changing dietary style and promoting sustainable food consumption, answering questions about the related motivations for vegan dietary adoption. The article is based on qualitative research among young consumers, and the data collection was conducted in a focus group, with the aim of identifying their perceptions of vegan food. The data analysis followed a thematic coding methodology, identifying the main typologies of perceptions and behaviors that determine the adoption or rejection of this eating style, taking into account the existing social and economic barriers. The food system needs to adjust its production, marketing and promotion strategies to adapt to the growing trend of vegan food, and the study brings a new perspective on the decision to adopt vegan food, by linking economic factors with the ethical, cultural and sustainable dimension of this food style in Romania. The study contributes to the literature by highlighting the determinants of the transition to a vegan diet among young people, as well as by identifying the information gaps that influence food choices. The results emphasize the need to improve nutrition education and informed access to plant-based foods, as there are practical as well as psychological difficulties in the adoption of vegan diets by young people. This research differs from previous studies by analyzing the perception of vegan food in Romanian universities and by integrating economic factors with the ethical, cultural and sustainable dimension.

Keywords: consumer perceptions; vegan food; sustainability; food education; eating style.

Introduction

The topic of vegan nutrition is currently arousing real interest among nutritionists and food industry specialists, but also among consumers who are increasingly concerned about a healthy lifestyle. This concern, which in fact implies a cultural change, is driven by a number of factors, namely health concerns, environmental awareness, ethical and religious considerations (Kamei et al., 2024). The spread of veganism can be attributed to a combination of economic, social, cultural, ethical and environmental factors, such as the growing availability of plant-based food supply, concerns about health benefits, animal welfare, sustainability and sustainable development, including the development of social media platforms that allow vegans to connect, thus, veganism is no longer considered a fringe movement, but rather a mainstream lifestyle choice gaining popularity worldwide (Sexton, Garnett and Lorimer, 2022).

The updated EU consumer protection policy (European Commission, 2020) reflects a new vision that leverages the opportunities presented by the green transition, ensuring that sustainable products and lifestyles are accessible to all. Arslan et al. (2021) argue that the future of vegan food is intertwined with sustainability, and veganism is not only a food choice, but also an ethical and ecological attitude that emphasizes reducing the number of animals slaughtered and promoting sustainable food production practices, contributing to the reduction of greenhouse gas emissions, conservation of natural resources. Thus, vegan diets represent more than the provision of healthy and high sensory value food, but also about promoting a sustainable and ethical food system.

The rising popularity of vegan diets is influenced by concerns about obesity and related health issues such as diabetes and coronary diseases. While such diets may offer health benefits, they can also lead to negative effects, including nutritional deficiencies and mental health challenges (Bali and Naik, 2023). Highly processed and additive-laden vegan products, although marketed as "healthy" alternatives, may pose health risks. Moreover, significant differences in sensory, nutritional, and hedonic aspects between these products and authentic animal-based ones highlight the need for better consumer education and strategies to improve vegan products (Estevez et al., 2024).

Starting from the theoretical aspects and practical implications of vegan eating, but also from the fact that young consumers have a key role in shaping future food trends, the main aim of this paper is to identify how they perceive vegan eating as an ethical behavior, a trend or a health risk. The paper has the following objectives: (i) to integrate the topic addressed in the context of existing research (ii) to broaden the theoretical-operational framework specific to vegan food consumption, by extracting themes that capture young consumers' perceptions of vegan food (iii) to conduct qualitative research among students who have basic knowledge of nutrition and food, developed in the specialized course on food commodities and consumer safety. The paper is divided into five sections. After the Introduction follows the Review of Scientific Literature section, followed by Research Methodology and Results and Discussion. The paper concludes with the Conclusions section.

1. Review of scientific literature

In this section of the article, we will explore three fundamental aspects of veganism and vegan nutrition: first, we will analyze the profile of the vegan consumer and the particularities ofthe vegan diet; second, we will examine the potential benefits and risks associated with the long-term adoption of a vegan diet; and finally, we will identify and discuss the main vegan food sources currently available on the market.

1.1. The vegan consumer and the specifics of vegan diets

A vegan lifestyle excludes all animal-derived products in any form. This approach can be restrictive, and many consumers are reluctant to give up their dietary preferences. A vegan diet consists exclusively of plant-based foods such as fruits, vegetables, grains, nuts, and legumes. According to the report Plant-based Foods in Europe: How Big is the Market? (Smart Protein Project, 2021), dietary patterns range from omnivores, ovo-lacto-vegetarians, flexitarians, pescatarians, to vegetarians and vegans. Omnivores frequently consume meat; ovo-lacto-vegetarians exclude meat and fish but include eggs and dairy products; flexitarians reduce meat consumption; pescatarians prefer fish and seafood while excluding other types of meat; vegetarians consume only plant-based foods; and vegans neither consume nor use any animal-derived products, whether food or non-food.

Aleixo et al. (2021) link the reasons for adopting a vegan diet to maintaining good health with a vegan lifestyle based on fresh and natural products. Adopting veganism requires following rules of menu diversification to ensure adequate nutrient intake, otherwise consumers may drastically jeopardize their health. According to Jaiswal and Shrivastava (2024) healthy vegans adopt a vegan diet for the possible health benefits, although it requires careful planning to ensure sufficient nutritional intake. Arslan et al. (2021) find that the number of consumers following a vegan or vegetarian diet is increasing in many parts of the world, with this trend being stronger among younger generations, who are more likely to be concerned about the impact of their food choices on the environment and animal welfare.

Veganism is more than just a food choice, being a philosophy of life influenced by personal, social, ethical and moral factors, while its adoption and promotion faces psychological, social and marketing challenges, with important implications for consumers, retailers and public policy (Muhammad and Ayyub, 2025).

1.2. Long-term benefits and risks of vegan nutrition

Various benefits and risks of vegan diets have been noted in the literature, briefly outlined below in order to provide a comprehensive overview of the vegan lifestyle (Hargreaves et al., 2023). The benefits of a vegan diet are multiple and diverse and can be divided into three main categories (Feher et al., 2020; Alcorta et al., 2021):

a) health benefits: vegan diets help reduce the risk of heart disease, certain types of cancer and type 2 diabetes (Dutkiewicz and Dickstein, 2021), lower the risk of chronic diseases due to their high fiber, vitamin and antioxidant content and low intake of saturated fat and cholesterol. Studies show that a well-planned vegan diet can prevent inflammation, autoimmune diseases and support weight control. People who adopt this eating style may notice a decrease in blood pressure, cholesterol and risk of obesity; it is important to remember that a vegan diet needs to be properly planned to ensure adequate intake of nutrients such as protein, iron and vitamin B12;

b) environmental benefits: livestock farming is a major cause of environmental degradation through deforestation, water pollution and greenhouse gas emissions (methane and carbon dioxide, major contributors to global warming). Plant-based food production has the potential to reduce the carbon footprint, requiring significantly less land and water,leading to more sustainable dietary choices.

c) ethical benefits: veganism minimizes animal suffering by promoting compassion and respect for all forms of life, thereby reducing the exploitation of animals for food and other products.

The risks associated with a vegan lifestyle include the following (Bali and Naik, 2023; Wang etal.,2023):

a) nutrient deficiencies: a vegan diet may lack essential vitamins and minerals such as vitamin B12, vitamin D, calcium, iron, collagen, and omega-3 fatty acids. Vitamin B12, vital for neurological health and red blood cell production, is found exclusively in animal products. Plant-based iron has lower bioavailability, which can lead to anemia without appropriate supplementation;

b) risk of overeating and chronic diseases: the low energy density of vegan foods can result in excessive consumption to meet caloric needs, potentially introducing unhealthy ingredients into the diet, including sodium and saturated fats;

c) overconsumption of ultra-processed foods: to diversify menus, vegans may rely heavily on ultra-processed and additive-rich substitutes for dairy and meat (tofu, plant-based pates and veggie burgers);

d) high cost and low availability of vegan foods: fortified and good quality vegan products can be more expensive and harder to find in some areas; low-income people in particular have been found to have limited access to healthy plant-based foods due to the high cost of fresh produce; moreover, vegan foods are sometimes less widely available in grocery stores.

1.3. Main sources of vegan foods

The vegan diet is built on a variety of nutrient-rich food sources (Harvard T.H. Chan School of Public Health, 2024):

o vegetables and fruits are the basis of the vegan diet, both traditional and non-traditional, such as jackfruit, acai palm fruits, providing vitamins, minerals, fiber and antioxidants;

o legumes (peas, lentils, soybeans and chickpeas) are important sources of protein, iron, calcium and fiber. Soy, in particular, is a complete protein, containing all the essential amino acids;

o whole grains (quinoa, brown rice, amaranth and oats) provide complex carbohydrates for energy and are good sources of fiber and B vitamins;

o nuts and seeds (almonds, chia seeds, flaxseeds and walnuts) are rich in healthy fats, protein and minerals such as magnesium and zinc;

o vegetable oils (olive, rapeseed and coconut oils) are used in cooking for healthy fats;

o algae: spirulina and chlorella are excellent sources of protein, iron, and omega-3 fatty acids.

In many countries, plant-based meat and dairy alternatives are consumed in addition to traditional soy foods such as tofu and miso. Dairy substitutes such as plant-based beverages(made from almonds, soy, oats) and cheese alternatives (processed soy, tofu and tempeh foods) fortified with calcium offer nutritious and affordable alternatives.

Alternatives to meat (isolates, textured, protein granules and meal made from soy and pea or seitan, a vegetarian meat substitute made from vital wheat gluten) are commonly used due to their high protein content. Replacing meat with insects or cultured meat is considered to have low acceptability (Hartmann and Siegrist, 2017; Voinea et al., 2024).

Nutritional yeast, valued for its cheese-like flavor, supplies B vitamins, including fortified B12.

The diversity of food sources prevents individuals from abandoning a vegan diet due to shortcomings in taste or texture. Identifying substitutes that mimic these characteristics of foods familiar to vegans aids in maintaining this lifestyle by fostering a sense of familiarity and meeting specific preferences. However, this approach may simultaneously lead to an overconsumption of processed and additive-laden foods.

The review of the literature indicates a polarization of studies towards identifying views on the motivation for adoption, benefits and risks, health impacts of vegan diets, but also on the accessibility and availability of plant-based foods (Craig and Mangels, 2009; Wang et al., 2023). This article expands the research in the field by linking the opinions of young students, as there are gaps in the literature. The results of our research could lead to a recalibration of the food chain, influencing the production, distribution and marketing strategies of economic operators, who are forced to adopt sustainable practices, diversify their product portfolio and implement innovative technologies to meet emerging demand and legal regulations.

2. Research methodology

In this section dedicated to the research methodology, we will present and detail the following key aspects of our study: the context of the qualitative research focused on young consumers' perceptions of vegan eating (2.1), the protocol used to develop and implement the conversation guide (2.2), and the process of coding and analyzing the data collected (2.3). These subsections will provide a comprehensive overview of the methodological approach adopted, ensuring the transparency and rigor of the scientific endeavor undertaken.

2.1. Background to qualitative research on young consumers' perceptions of vegan eating

The study is based on qualitative research, as a research method that focuses on deep understanding of consumer behaviors, experiences, and insights, uncovering new research topics (Mohajan, 2018). In the specific context of the reorientation of eating behavior towards healthier food choices, the increasing popularity of veganism, the changes in the food commodity market and the challenges arising from them, the aim of the qualitative research on consumer perceptions of vegan food is to investigate in detail the attitudes of young consumers towards vegan food. The research explores consumer preferences, opinions about the recognition of vegan products and possible differences in perceptions between vegan and non-vegan consumers, using focus group as a tool to collect detailed information on the perceptions, experiences and behaviors of the target population segment on the proposed topic. Recent articles (Peliksiene, 2023) suggest that for conclusive results, it is necessary to orient studies towards qualitative research, but also an emerging discourse of veganism as a lifestyle change. Our qualitative approach involved setting up a focus group with a relatively small number of people in a systematic process with several steps: selection of participantsaccording to research objectives and context, conversation guide protocol, and data analysis (Alexander and Varley, 2025).

The research was based on a purposive and homogeneous sampling design and participation was voluntary (Campbell et al., 2020). Drawing on focus group size recommendations from the literature (Stalmeijer, McNaughton and Van Mook, 2014; Muijeen, Kongvattananon and Somprasert, 2020; Hennink and Kaiser, 2022), a group of 12 participants was selected on a voluntary basis from the university environment - young (average age 20 years, 8 female and 4 male), second year students of the Faculty of Business and Tourism of the Bucharest Academy of Economic Studies, with similar experience, studying the specialized subject Food and Consumer Safety. The higher interest in nutrition and healthy diets of the female gender explains the greater willingness to participate in a focus group on vegan nutrition compared to male subjects, who were more reluctant. Participants completed an almost identical curriculum and received similar information about the link between diet and health. These circumstances provide the opportunity to discuss the proposed topic and to formulate relevant opinions, making the discussion easier and helping the focus group to run. The focus group had a classical structure, it was physically conducted in November 2024, academic year 2024-2025, semester I, in the Faculty of Business and Tourism of the Academy of Economic Studies of Bucharest, lasting 80 minutes and led by a moderator, full professor of the respective discipline and co-author of the article. Informing the students about the focus group was done by the moderator, one week before the focus group with a simple and structured message, accompanied by informative materials about the proposed topic.

2.2. Conversation guide protocol

The focus group was conducted according to a previously developed conversation guide, based on specific interactions between the moderator and the students, as well as between the participants (debates), in an interactive, open and relaxed environment, the moderator opened the discussion by presenting the current state of knowledge on vegan nutrition. The conversation guide had a structured approach on five research directions, three central (CI, C2, C3) and two complementary (C2.1, C3.1) and included clearly formulated questions, based on the directions identified in the literature, so as to allow relevant and objective answers (Annex no. 1). For the proposed central directions, a response time was allocated to each participant, and for the complementary ones, participants were given the opportunity to intervene on request.

The time allocation for each direction was indicative (10-12 minutes), and the moderator could change the dynamics of the unfolding, when the situation required it, depending on the interest and involvement of the participants in the discussion and to explore new ideas that emerged. The last 10 minutes were reserved for drawing conclusions, to highlight the main ideas emerging from the debate.

The moderator, as the topic coordinator, ensured the transition between topics and avoided deviations from the conversation guide; his subjectivism was eliminated by following the guide to prevent suggested answers, reduce his personal influence on the answers and maintain a neutral position.

The focus group findings on young consumers' perceptions of vegan eating were discussed with the students to ensure the credibility of the research, to obtain data validity and to check whether there was a correct understanding of the perspective on veganism and its adoption as a dietary style.

2.3. Coding and data analysis

Methodologically, this study is based on thematic analysis of the data collected through the focus group, allowing for the identification of emerging perspectives and themes. In the process of data analysis, the research team analyzed the focus group transcripts, following the general pattern described by the researchers (Bryman, 2012, p. 523), identifying emergent themes by applying open coding (identifying relevant ideas) and axial coding (grouping into categories) and interpreting their meanings (Table 1).

3. Results and discussions

The extraction of themes allowed the identification of relevant perceptions in a structured and easy to interpret way, but also a deeper understanding of the complexity and diversity of the qualitative data, essential to capture both the dominant aspects and the variability and nuances of participants' observations.

The first theme identified, Constructing and negotiating vegan identity, was generated by analyzing students' motivations for choosing/rejecting and attitudes towards vegan eating: there is a certain lack of interest and knowledge about vegan diets, which affects their intention to adopt these eating habits (4 out of 12 participants), for them there is a lack of connection between plant-based foods and the criteria young people use to make food choices (e.g. poor perceived or expected taste of these foods, their texture and appearance, excessive processing and additives). The explanation for the low intention to consume more vegan food was also motivated by a lack of skills to prepare plant-based meals, as well as unfamiliarity with dairy and meat substitutes, similar to the findings of Havermans, Rutten and Bartelet (2021). One female participant stated that she follows a vegan diet for medical reasons (due to an allergy to animal proteins). One of the male participants had been on a vegan diet for 1.5 years, but stopped for reasons related to lack of time to prepare vegan food, but also for financial reasons, as ordering vegan food was too expensive compared to preparing it in their own home. The other participants (8 out of 12 participants) said that they might consider changing their eating behavior at some point, at least for a fixed period of time, given the link between veganism and health, environmental protection and ethical considerations related to animal slaughter. Although many are open to a flexitarian diet (6), only a few have expressed an intention to adopt a vegan diet and would assume a complete transition (2 female participants), the rest citing difficulties in planning and maintaining such a diet, as well as skepticism about meeting the body's nutritional needs, similar to observations in the research by Heiss, Coffino and Hormes (2017).

The second theme, Consensus and disagreement on value for money, was drawn by analyzing the responses on the benefits and risks of vegan nutrition. The focus group participants stated that they perceived vegan eating as having multiple benefits, particularly related to maintaining the body's health, boosting immunity, positively impacting body weight, preventing chronic disease and reducing carbon footprint, which is also supported by research by Craig and Mangels (2009). Vegan diets, compared to diets rich in animal products, are more sustainable because they use fewer natural resources and pollute the environment less, but students do not associate vegan diets with increased food security, contrary to Sabate and Soret (2014) research. In the context of theme 2, they highlighted significant perceived risks, such as nutrient deficiencies (particularly protein, collagen, vitamin B12 and iron, calcium), high costs of vegan products and lack of affordable options, low nutritional value involving excessive food consumption for caloric adequacy of portion sizes and risk of obesity, reduced food diversity, limited choice options at social events, which confirms the findings of Clary s et al. (2014). The same barriers are also mentioned in the study by Habib et al. (2024), which highlights the practical and social difficulties in adopting a vegan diet (Hartmann and Siegrist, 2017).

Interpreting the responses received from students about the accessibility and availability of vegan food, a third theme emerged: decisional constraints/restictions in individual behaviors. The main barrier identified was found to be the high cost of vegan products, both in supermarkets, fast-food outlets and on food delivery platforms, an issue also highlightedby Lopez, Sirvinskas and Sutliffe (2023). Participants noted the lack of diversity of options in shops, but also in university canteens and in the places they frequent, suggesting the need for initiatives to introduce affordable vegan menus. This need is confirmed by research such as that by Lopez, Sirvinskas and Sutliffe, 2023, which highlights the importance of vegan affordability for widespread adoption and long-term maintenance of this dietary style. In addition, some participants stated that they were reluctant to try plant-based products, either because they are unfamiliar with them, or because they include non-traditional raw materials such as jackfruit or algae, or because of food neophobia, as supported by Pasqualone's (2022) research. As different names and logos are currently used on vegan product labels, all participants agreed that a uniform EU-wide labeling of vegan products would benefit the recognition of vegan products (Alcorta et al., 2021), which would increase the visibility of the products and improve the perception of their quality.

Vegan diet in the current socio-cultural context is another theme extracted from the data analysis. The majority of the students (10 out of 12) perceive the influence of the social and cultural environment on vegan diet choices as significant; they emphasized the influence of the online environment, especially influencers, promoting healthy lifestyles. Social networks are a main source of inspiration, but also of attention polarization. However, all participants agreed that exaggerated support for veganism, sometimes without scientific arguments, can generate reactions of rejection. The social group, especially family, friends, and colleagues, often modify students' dietary decisions, findings that are consistent with Ruby's (2012) observations. Thus, those who live at home with their parents (4 out of 12) stated that family pressures could discourage the transition to veganism; all participants believe that friends' opinions range between encouragement and criticism related to social prejudices, as also reflected in the research of Janssen et al. (2016) and Maclnnis and Hodson (2017). Half of the participants agree that veganism is perceived differently depending on the cultural context, as it is more than just a behavioral choice-it is a cultural movement and even a lifestyle, as Peliksiene (2023) also states. The other half believes it is a trend driven by strong corporate support and promotion in the food industry, lasting for a limited period. Regardless of their stance, all 12 participants understand the importance of preserving traditions and ensuring access to natural foods rather than lab-created ones, as emphasized by Sexton, Garnett, and Lorimer (2019, 2022).

The discussion about the influence of the social and cultural environment was developed along a complementary research direction related to food education and information, generating another theme: Focus on education and information. Participants believe that, at present, there is no adequate food education for the population in general, as Lea, Crawford, and Worsley observed as early as 2006, which represents a major barrier to sustainable choices. All participants agree that food and nutritional education and information play a defining role in adopting healthy eating behaviors, as also noted by Kenny et al. (2023), and that educational institutions should play an active role in promoting sustainable eating. Even though social networks are a popular source of information among young people, their credibility is sometimes contested, highlighting the need for rigorous scientific educational resources. Students have argued that only through accurate, complete, and precise information can social and cultural resistance be reduced, which would facilitate the transition to more sustainable diets, as noted by Twine (2014, 2018). Students have proposed solutions through which universities could contribute to education on sustainable nutrition: optional courses on food and nutrition, diversifying menus with vegan options in cafeterias, organizing debates and workshops with representatives of public institutions,interactive activities (visits to food production companies and HoReCa), partnerships with retailers, and participation in themed events and exhibitions.

The final topic, Opportunities for food industry producers, was based on a new direction that emerged during the discussion, which the moderator considered worth developing. It focused on the types of plant-based products that are the most well-known and attractive to consumers (e.g., meat, dairy, and dessert alternatives). As a result, it was found that the most consumed products are dairy substitutes (such as almond, coconut, oat, or soy milk, as well as tofu), followed by meat alternatives (such as plant-based pates and soy or pea burgers). Students stated that they are open to new experiences, eager to explore innovative foods, and discover new tastes, textures, and unconventional ingredient combinations. This finding represents an opportunity for food industry producers, who need to develop strategies based on creativity to create innovative foods that facilitate adaptation to new sensory values. It is necessary to identify effective communication strategies using easily recognizable symbols or pictograms that resonate with target consumers, such as "vegan product," "healthy product," "eco-friendly," and "cruelty-free."

Our results suggest the following conclusions:

o Compared to other diets, veganism is perceived as more restrictive but more sustainable in the long run. The main motivations for trying a vegan diet are health, environmental impact, and ethical reasons related to compassion for animals, in line with Weber and Kollmayer (2022). However, health and a healthy lifestyle remain the most important motivating factors.

o Young students identify potential risks of veganism, such as nutrient deficiencies, and obstacles like limited time, money, and knowledge/information, which are also highlighted in the research of Habib et al. (2024). They also mention other challenges, including the lack of convenient options-especially at social events they attend-low familiarity with certain ingredients or preparation processes, social stigma, and lack of family support. However, short-term adoption or the introduction of vegan products into their diet remain viable options for those considering changes in their eating behavior.

o Surprisingly, half of the participants perceive veganism as a trend driven by food industry corporations, while the other half see it as a cultural movement that extends beyond individual dietary choices, aligning with the research of Sexton, Garnett, and Lorimer (2022) and Peliksiene (2023). Unanimously, they believe that some cultural traditions, such as those during holiday periods, are incompatible with veganism.

o The transition to a vegan diet is not associated with increased food security, contrary to the claims of Sabate and Soret (2014). However, participants acknowledge that this type of diet uses fewer natural resources and causes less pollution, as stated by Rust et al. (2020). Although they are open to innovative foods (Alcorta et al., 2021), their strong connection to tradition and "non-laboratory-made" natural foods (Hartmann and Siegrist, 2017), combined with a limited awareness of sustainability, highlights the need for food education to promote sustainable consumption. This aligns with the findings of Lea, Crawford and Worsley (2006), Twine (2014, 2018), Jeitler (2022), and Kenny et al. (2023).

o Social media is perceived as a popular source of information among participants, but they emphasize the need for credible, scientifically indisputable sources. Students propose practical educational solutions for promoting sustainable eating through universities.

Universities could also actively contribute to increasing the accessibility of vegan products by diversifying campus menus. Dietary changes require proper and accurate information to optimize vegan nutrition, confirming Twine's (2014) conclusions on individual responsibility and social engagement.

The main limitation of the research arises from the fact that the results cannot be generalized, as they are obtained through qualitative research based on a small number of participants. Another limitation stems from the fact that the participants come from the same university environment, which may reduce the diversity of perspectives and, consequently, the relevance of the results. However, the similar experiences of the participants led to an increased understanding of the terms and facilitated the discussions.

Conclusions

This research investigates young consumers' perceptions of veganism through a debate on veganism as a complex and multidimensional phenomenon, conducted within a focus group of students from the Faculty of Business and Tourism who have a basic understanding of nutrition and food developed through a specialized course on food goods and consumer security, which lends scientific value to the study. As a result, we emphasize the scientific relevance of the discussed research directions, supported by sources from the specialized literature. The originality of this work lies in defining emerging themes that integrate Romanian students' perceptions of veganism with educational and informational interventions in universities, as well as practical implications for the food system.

There are practical and social difficulties in adopting a vegan diet among young people, and identifying these challenges has economic and social implications regarding availability, accessibility, and purchasing behavior, as well as ecological considerations related to the need for environmental protection. In general, the cost and accessibility of vegan foods can be a barrier, but it can be overcome with planning and proper information. Therefore, it is believed that accurate, complete, and precise information can reduce social and cultural resistance, facilitating the transition of young people to more sustainable diets, beyond veganism as a trend.

The analysis of the data obtained from the focus group reveals that Romanian students' perceptions of veganism are varied and reflect both support and reluctance, significantly influenced by the social environment. Some participants view it as an ethical choice motivated by concern for the environment and animal welfare. Others see it as a trend influenced by social media and the desire for change, adopting new dietary styles. At the same time, there are concerns regarding nutritional risks/deficiencies and the accessibility of this type of diet in Romania. The availability of vegan products is critical for widespread adoption and long-term maintenance of this dietary style. Therefore, we can assert that the perspective on the acceptance of veganism among students remains divided between skepticism, enthusiasm, and caution.

The research findings can provide valuable insights for future studies, serving as a starting point for representative quantitative research and acceptability studies based on sensory analyses to gain information about the eating behavior of young consumers, food market trends, and to identify opportunities for developing new products with a high degree of acceptability. Moreover, the themes identified from the data analysis can serve as startingpoints for future research directions, contributing to the development of studies that explore under-addressed aspects.

Education and information are essential for improving perceptions and acceptability of these diets, and implementing public health policies that support food education and facilitate access to sustainable foods is crucial. Future research could explore specific educational interventions to increase the acceptability of vegan diets among students.

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