Media groups that are continuing to emphasize the importance and needfulness of a
vegetarian diet are also fueled by the influence of pop culture trends. Musicians and actors are
among the top influential people when it comes to popular fads. A large portion of these icons
have converted to vegetarianism to promote their outlook on the environment and aversion to
animal cruelty. If this trend is to continue, a greater amount of research needs to be conducted in
order to evaluate the benefits and costs associated with vegetarianism. We must be able to evaluate the driving factors behind the vegetarian consumption behavior in order to fully
understand the decisions to convert and maintain this lifestyle.