The proliferation of attention given to environmental issues in politics, the media and economics is distinctive for one of the biggest trend movement of the last decades. Past studies have focused on researching green marketing as an emerging topic of importance. However, as vegan advertising is increasingly commonplace on product packages, this thesis provides novel empirical research following an exploratory mixed method research model, investigating the perception of students in the south of Sweden regarding vegan advertised products. Including qualitative in-depth interviews as well as a quantitative online survey, the study provides detailed insights into consumer biases and associations with the term’s vegan and plant-based and its influence on product selection choices. Findings, as well as recommendations are submitted and completed in a conclusive discussion.