Veganism is considered for many people as a radical way of life, but for others, it is just a way of passing a message against the animal husbandry industry. More than a diet, veganism is a way of life, and not only influences food, clothing and entertainment, but also the way to behave in society. With this, social identity is built and the individual can choose which groups to identify with and which ones he would like to avoid. Marketers analyze people who recognize themselves in a particular group, by common interests and join the same lifestyle that characterize all other members.