Background. It appears that vegetarian and vegan practices are on the rise. Recently, such dietary practices have been moving from a marginal to a more mainstream nutritional trend. There are many reasons that motivate individuals to become a vegetarian or vegan, these have also received attention by many researchers; however, the extent to which these motives also influence other behavioural contexts aside from their food practises remains relatively unexplored. Thus, this research examines to what degree different motives are also expressed in other habits or activities of vegetarians and vegans.Methods. Through a self-administered survey the relation between motives and behavioural patterns among omnivores, conscientious omnivores, vegetarians and vegans in Austria was researched. 556 participants could be gathered by means of a mixed-mode sampling strategy, representing all four dietary groups mentioned above.Results. Using the theory of planned behaviour, the analyses showed that there are significant relations between motives, subjective norms, attitudes, behavioural intentions and the behaviour itself; however, the scope of these correlations is rather limited. Additionally, in the animal- and environment-related domain, a stronger expression was observed analogous with a stricter diet.Conclusions. The results suggested that the motives play a comparatively important role in determining the behaviour of vegetarians and vegans. Nevertheless, the results also indicated that the differentiation in behaviour is determined by the dietary group, and not so much by the motivational groups.