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The aim of this paper is to explore the reasons behind the differences  between the organizations dealing with the animal protection and the other  environmental organizations. In that sense, the focus of our analysis is the  grassroots character of these organizations/associations as well as the  emotional basis of the member participation/mobilization. We draw upon the  data gathered through the interviews with the organizations' representatives  as well as through the analysis of other sources of information such as  websites, internet presentations and annual reports of animal protection  organizations. For the comparative purposes, we use a part of the material  gathered in the semi-structured interviews with the representatives of the  fifty Serbian environmental organizations

Emotions and social movements: The case of the animal rights and welfare movement in Serbia