The aim is to show the results from two online surveys in which German consumers were asked among other topics about their attitudes and preferences regarding choices of food. One survey was conducted with a sample of preselected vegans (n=852), which is the first quantitative study in Germany based on sociological research questions while the other group was made up of a sample without any specific conditions (n=1,666). It will be shown how and why the two groups differ in their choice of food depending on their particular internalized norms, trust in organic food, and experiences related to food scandals. Moreover, environmental awareness, as well as animal welfare and protection, play an important role in the decision to consume meat or to refrain from the consumption of flesh as well as any animal products. Against this background, it is very important to consider these different attitudes in order to understand why some people take into account ethical issues when making their food-choices while on the other hand for a large number these issues are less relevant or even negligible. These results can help us to understand how ethical questions can become more relevant for more consumers in the future. In understanding decision processes, we can try to change consumer behaviour towards more consciousness regarding health, environmental questions and of course animal welfare and protection.