Veganism is on the rise, and so is the worldwide consumption of meat. The Vegan Society defines veganism as "a way of living which seeks to exclude, as far as is possible and practicable, all forms of exploitation of, and cruelty to animals for food, clothing or any other purpose". The extent to which individuals, groups, and institutions all over the world adhere to this way of living has crucial consequences for animals and the environment, ecosystems and biodiversity. Hence, it is of great importance to understand contemporary perceptions about veganism.