Yes, the headline is a little misleading. It's not "vegans" who have proposed changing the name of a village called Wool in Dorset. It's an animal rights activist group called PETA; though no doubt all its members are vegans, not all vegans would agree with the aims and tactics of PETA. As this Guardian article makes clear, PETA is an organisation that doesn't mind receiving embarrassing press coverage if it gets people talking about their issues.
Not sure how much of a discussion will ensue on this forum...