In recent years, veganism has exploded into popular culture and mainstream consciousness. Yet despite its ubiquity, few embrace it themselves-it is something "other people" do. The Vegan Imperative, through a compelling narrative, establishes that veganism is for everyone. It is more than just a passing fad. It is a moral, environmental, and health imperative.

After making the case for veganism, The Vegan Imperative goes a step further, tackling the enigmatic question of why, given these imperatives, people continue to eat meat. The book provides the reader with a comprehensive look at veganism, addressing both sides of the vegan coin: "Why vegan?" and "Why not vegan?"

In part one, the author, a former animal law attorney and executive director of Vegan Action, focuses on the three main reasons people go vegan-morality, environment, and health. After exploring the phenomenon of speciesism, he provides a rare glimpse into the world of animal law, taking the reader through six actual cases.

With groundbreaking analysis, part two explores the broad array of factors underlying the decision to eat meat. Examining such topics as cognitive dissonance, dissociation, avoidance, cultural norms, social factors, physiology and more, vegans will have a greater understanding of why others eat meat, and nonvegans will gain insight into the seen and unseen influences that determine their dietary choices.

Based on the author's personal journey, interviews with vegans, vegetarians and meat-eaters, and the most recent scientific studies, The Vegan Imperative entertains the reader while offering substantial food for thought. Whether you are a vegan, seriously thinking about going vegan, or simply curious, the book is a revelation and inspiration.