Transition Into Veganism: Drivers of Vegan Diet Consumption (original) (raw)
Related papers
Modelling Attitude towards Consumption of Vegan Products
Sustainability
This study proposes to understand the impact of personal (health awareness and social influence) and moral (environmental concerns and animal welfare) antecedents on attitudes towards veganism and their effects on engagement with vegan products, along with their impact on purchase intention and word of mouth. Idealism is presented as a moderator of these proposed relationships. The study uses a structured questionnaire to gather data from two cross-sectional samples of 224 Portuguese and 356 Brazilian vegans collected from Facebook groups of vegans. Structural equation modelling is used to test the seven proposed hypotheses and the moderation effects. This research compares the influence of personal and moral determinants on veganism using idealism as a specific context to investigate their relationships, comparing Brazilian and Portuguese respondents and the effects of national cultures. Results show that attitudes towards veganism do not depend on personal causes, but rather on mo...
Value attitude behaviour and social stigma in the adoption of veganism: An integrated model
Food Quality and Preference, 2022
While veganism has been growing and receiving increasing attention, there is a gap on how factors such as health and environmental beliefs and anti-speciesism values, that create attitude towards their diets, influence their vegan behaviour. Furthermore, the role of social stigma experienced by vegans has not been examined within this context. Building on the value-attitude-behaviour model, the present study addresses this gap by conceptualizing these different streams of variables to build a testable conceptual framework for understanding how these factors contribute to maintaining a vegan lifestyle. The study uses structural equation modelling to analyse the data on 315 vegan consumers, testing the framework and its variables. The study shows that the valueattitude-behaviour model can successfully be applied to vegan behaviour. The findings show that anti-speciesism values are strong predictors of a positive attitude toward a vegan diet. Furthermore, social stigma does not inhibit consumers from maintaining a vegan lifestyle. Ultimately, the study contributes to a novel multifaceted model for understanding veganism in broader terms, allowing for the examination of other influencing factors on a complex outcome. The findings are useful for policymakers and marketing practitioners to engage in understanding behavioural segments.
British Food Journal, 2015
Purpose-The purpose of this paper is to analyze the barriers perceived by consumers to lowering their meat consumption levels and adopting a plant-based diet, which means a diet that includes mainly non-meat foods, yet it can contain both vegetarian and meat meals. Design/methodology/approach-The prevalence of different barriers for following a plant-based diet is addressed, as well as consumer profiles considering socio-demographics, values and meat consumption frequencies. The data were collected in 2010 by a survey questionnaire, sent to 4,000 randomly selected Finns (response rate ¼ 47.3, n ¼ 1,890). Findings-Different types of barriers are perceived to hinder the adoption of a plant-based diet, including meat enjoyment, eating routines, health conceptions and difficulties in preparing vegetarian foods. These barriers are strongly correlated, indicating that consumers may not make qualitative difference between different barriers. Furthermore, there are distinct socio-demographic, value and especially meat consumption frequency elements that strengthen the barrier perception, these being male gender, young age, rural residence, household type of families with children, low education, absence of a vegetarian family member or friend, valuation of traditions and wealth and high meat consumption frequency. Social implications-High meat consumption is related to many environmental and public health problems. The results call for multifaceted policy implications that should concentrate on different barriers and certain socio-demographic, value and meat eating groups. Importantly, focus should be not only on the group with the strongest barrier perception but also on those particularly willing to make changes in their meat consumption patterns. One practical implication could be to increase the availability of vegetarian foods in public cafeterias or school canteens, as a decrease in meat consumption frequency is strongly correlated with the alleviation of the barrier perception. Originality/value-Information about differences in socio-demographics, values and meat consumption frequencies between consumers provide opportunities for focussing policy actions to aid the adoption of a plant-based diet.
Consumption of Eco-Innovative Food: How Values and Attitudes Drive Consumers’ Purchase of Organics?
Brazilian recent economic growth led to a rising demand for products that must satisfy desires that go beyond basic needs. Following this growth, social and environmental awareness upsurge, increasing demand for sustainable food, and subsequently, an opportunity for companies to add value through innovation in sustainable food products, e.g. to develop innovative ingredients and products (such as organics) that provide healthiness for consumers and a sustainable offer for the market. Considering the importance of consumer evaluation for the adoption and success of an innovation, the aim of this paper is to investigate conscious consumption behaviour of organic food in Brazil. In specific, to verify the relationship between personal values, attitudes towards the environment and technology, and attitudes and consumer behaviour towards eco-innovative food. A survey with 401 consumers was held in organic street markets in Porto Alegre. Data was analysed through Structural Equation Modelling. Results indicate that consumers presented strong collectivistic values and very positive attitudes towards environment and nature. These attitudes positively influence the purchase of eco-innovative food. Attitudes towards technological progress negatively influence on its consumption. Theoretically, the hierarchical model is confirmed. This study addressed the consumption of eco-innovative food, in this case, organic food, trying to overtake the gap between attitudes and behaviour. Public authorities and companies should work to increase consumer awareness and consumption of sustainable food, benefiting society and the natural environment, and must improve communication about the relevance of how technology can act to improve safety and increase the availability of eco-friendly food.
Consumers switching to vegan diets_a systematic review_IAPNM 19th.pdf
2020
The omnivorous diets have several negative impacts on public health, environment sustainability and animal welfare. Switching to more responsible consumption choices such as vegan, vegetarian or plant-based (veg*an) are healthier, sustainable, and ethical dietary alternatives. There is a growing interest in studying veg*anism and veg*an diets. However, veg*anism continues being overlooked in research, especially within the domain of social-psychology and consumer behavior. Consequently, knowledge toward adhering veg*an diets remain very limited. This paper aims to review and synthesis the related literature on how consumers shift to and maintain veg*an diets. A systematic literature review is conducted through the following four phases: search strategy, exclusion criteria, inclusion criteria, and data extraction. Total of 33 papers were reviewed. Results of synthesized studies showed the process of switching to veg*an diets started by awareness, continued by attitude development, fu...
2020
An emergent concern for healthy food and sustainable agricultural production has resulted in increased attention towards organic food, and sustainable developments have to an extent contributed to organic premium prices subsequently, as organic food becomes more mainstream there is a rising demand for academic research on consumer habits and attitudes towards the same. Grounded on the Theory of Planned Behaviour (TPB) this study reviews and discusses why Millennial consumers in South Africa, Cape Town are willing to pay for goods that have been organically farmed even though they are susceptible to premium pricing which was explored through an interpretive investigation. Data was collected and generated using convenience sampling through semi-structured interviews with three participants who varied in terms of purchasing habits, race and age. The gathered data was then qualitatively evaluated through Thematic analysis. The seminal findings of this of the study indicated that health-conscious consumers display an increasing preference for organic food over conventionally grown food which is significantly influenced by factors such as; perceived quality, well-being and the rising incidence of diseases like cancer and diabetes. According to the study consumer perceptions, attitude and subjective norm greatly impact consumer’s intention to purchase organic food thus providing meaningful insights into contemporary researches of consumer behaviour towards organic food in South Africa.
Modeling attitude towards organic foods : A research on adolescents
2014
The demand of organic products as well as trade volume is increasing. The most important factor on the increased production and consumption of organic products is the change in consumer preferences. Because today’s teenagers will become buyers of organic foods in a near future, their perception is important for marketers. The purpose of this study is to model the factors affecting consumer attitudes and behaviors towards organic products.. In this context, the attitudes of age group of 12-19 is modeled through Structural Equation Modeling with using self-identity, health consciousness and food safety concern measurements. A self-managed survey implemented at region of Turkey to 845 adolescents. According to the results of the study, health consciousness has the highest impact on the attitude towards organic products among examined variables.
International Congress on Public and Nonprofit Marketing, 2020
The omnivorous diets have several negative impacts on public health, environment sustainability and animal welfare. Switching to more responsible consumption choices such as vegan, vegetarian or plant-based (veg*an) are healthier, sustainable, and ethical dietary alternatives. There is a growing interest in studying veg*anism and veg*an diets. However, veg*anism continues being overlooked in research, especially within the domain of social-psychology and consumer behavior. Consequently, knowledge toward adhering veg*an diets remain very limited. This paper aims to review and synthesis the related literature on how consumers shift to and maintain veg*an diets. A systematic literature review is conducted through the following four phases: search strategy, exclusion criteria, inclusion criteria, and data extraction. Total of 33 papers were reviewed. Results of synthesized studies showed the process of switching to veg*an diets started by awareness, continued by attitude development, fueled by various motivations, and supported by social and physical factors. These factors could be assessed by more representative and larger samples of consumers in the future.
Spanish Journal of Agricultural Research, 2021
Aim of study: The objective of this study was to investigate the relationship between eco-friendly LOHAS (Lifestyle of Health and Sustainability) tendency, health consciousness, perceived value of organic food and organic food purchase intention in the framework of personality-perception-behavioral intention.Area of study: Turkey.Material and methods: Data were collected from consumers using structured questionnaires. The research model was analyzed with the Partial Least Square Structural Equation Modeling technique.Main results: Results show that eco-friendly LOHAS tendency (β= 0.292, p<0.01), health consciousness (β=0.140, p<0.05), emotional value (β=0.282, p<0.01), and social value (β=0.099, p<0.05) positively influence intention to purchase organic food, whereas financial value and functional value were not significantly related to intention to purchase organic food. Furthermore, eco-friendly LOHAS tendency and health consciousness are positively related to all dime...