People from Brighton are the most enthusiastic to learn about plant based eating according to Google.
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The findings reveal that the seaside town in East Sussex has the largest percentage of vegan queries in the UK, closely followed by Bristol, Bournemouth and Oxford.
The results come after it was found that UK residents are googling 'vegan' more than ever before.
Mintel has also revealed that 20% of 16-24 year olds are now adopting a plant based diet- so people are going vegan much earlier in life.
" The benefits of going vegan for our health, animals and the environment continue to pile up, so it's no wonder Brightonians are eager to learn about this compassionate lifestyle", says PETA Director Mimi Bekhechi. "With delicious plant-based options easier to find than ever, PETA encourages everyone to make the switch today."
PETA - whose motto reads, in part, that "animals are not ours to eat" - says that going vegan can save countless animal lives and endless suffering on a day to day basis.
Vegans are also less likely to suffer from cancer, obesity and diabetes like meat eaters.
The World Health Organisation recently listed processed meats as one of the major cancer causing substances.
Factory faming is responsible for HALF of the world's methane emissions and as a result, both the United Nations and prominent think tank Chatham House have pushed for reduced consumption of animal-derived foods in order to combat climate change.
A popular holiday spot, Brighton is known for its beaches and plentiful dining, including delicious vegan-friendly eateries like Terre à Terre, VBites, Purezza and The Prince George pub.
Join in and try vegan for yourself! Request PETA's free vegan starter kit or visit PETA.org.uk for more information.