What is Kinesiology

This chapter proposes that social media networking, social media platforms, and the internet facilitate a dietary shift towards a plant-based diet. The rise in human consciousness in the past few decades finds an expression in the plant-based revolution and social media platforms render a suitable space to manifest the collective rising in consciousness and empower communities to implement change. By examining the “power vs. force” theory, the chapter discusses its possible impact and analyses how the growth of awareness disrupts the acceptance of meat production and consumption. The second part of the chapter investigates the natural implementation of the “see–feel–change” concept through which pro-vegan online communities instigate changes across nations and modify public demand altering the whole international market of consumers. An empirical reflection on the growth of veganism based on an exploratory survey concludes the chapter.