Blending In or Standing Out? A Qualitative Diary Study of Vegan Employees

Abstract

This study examines how vegan employees navigate their identity work in the Dutch workplace. Using a qualitative diary method over a two-month period, 15 vegan employees documented their experiences, feelings, and behaviours. Thematic analysis of the data revealed the following triggers for identity work: (non-vegan) food, conversations or interactions about veganism, bullying behaviour and unpleasant comments and the vegan discourse. The identity work strategies identified were: avoidance, conformity, anticipation, self-censorship, discussion, humour, and selective disclosure. The socio-institutional context significantly influences the initiation of identity work and the selection of strategies by vegan employees. Grounded in a critical post-structuralist perspective and social identity theory, this study shows the complex interplay between individual agency and organisational power structures in the context of vegan identity work. The results suggest a need for discussions on diversity and inclusion within organisations.