Impact of 10 Weeks to Vegan

Background

10 Weeks to Vegan is a weekly email series from Vegan Outreach containing tips, recipes, and resources for those interested in learning more about veganism. To assess the effectiveness of our program, we surveyed participants before and after they began the email series.

The pre-test is emailed to participants the same week they sign up for 10 Weeks to Vegan. For the purposes of this study, we collected data only from those who completed the pre-test within two days after we sent it because we didn’t want to include any results from those who had already received the Week 2 email. We were concerned that taking the survey after reading the Week 2 email might skew the results and encourage greater response bias since Week 2 is when the emails begin to include educational information about veganism.

We send the post-test approximately two weeks after people have finished the entire 10 Weeks to Vegan series. To encourage participation, we offer a $50 Amazon gift card to two randomly chosen participants per month.

Response Rate

We first started sending out the pre-test in September 2018, and as of early April 2019, it’s gone to 25,745 people. Of those, 1,707 participants completed the survey within the two-day cut-off period for a response rate of 6.6%.

So far, we’ve sent the post-test to 967 people. Of those, 135 completed the survey, for a response rate of 14%.

Results

Below are the results from the first 130 people who took both the pre-test and the post-test.

Self-Identification

At the time of the pre-test, 108 people self-identified as non-vegan (either meat-eater or vegetarian) and 22 self-identified as vegan. After completing 10 Weeks to Vegan, 80 people self-identified as non-vegan and 50 people self-identified as vegan.

10wSelf-identify

When we narrow those results down to self-identified meat eaters (rather than all non-vegans) and vegans, there was a net gain of 9 self-identified people who went from meat-eater to vegan.

Meat eaters and Vegans

Food Intake

New Vegans

Although some participants identified a certain way (as described in the Self-Identification section above), their reported food intake didn’t always line up with those labels. When we take into consideration participants’ reported diet for the previous month in the pre-test and previous week in the post-test, we see that there was actually a net gain of 11 vegetarians and 14 vegans.

Impact-10W-Food-Intake

Elimination of Categories of Animal Products

We also looked at how often people ate certain animal products when they started 10 Weeks to Vegan compared to after completing it. There were statistically significant reductions in all categories of animal products.

Eggs

Fish

Beef

Turkey

Chicken

Pork

Dairy

Reasons For Signing Up

Participants cited various and often multiple reasons for signing up for 10 Weeks to Vegan. For most, their motivation behind signing up for the program fell into a few main categories:

  • Health (32)
  • Help with transitioning to veganism (27)
  • Recipes (18)
  • Insight into veganism (17)
  • Animal welfare (12)
  • Environment (12)

Future Research

Our next step in this research is to determine if our results vary based on how we are signing people up for the series (for example, using online ads vs. college outreach). It might take many more post-test responses to have statistically meaningful data for determining any such differences.

Summary

This research indicates that Vegan Outreach’s 10 Weeks to Vegan series is having a great deal of success in motivating and helping people to become vegetarian and vegan.