Veganism: Theory of planned behaviour, ethical concerns and the moderating role of catalytic experiences

Clare D'Souza, Brouwer, Anne Renée and Stephen Singaraju

Journal of Retailing and Consumer Services, 2022, vol. 66, issue C

Abstract: The growing movement of veganism culture is drawing increasing scientific attention but falls short of an empirical investigation to examine antecedents and catalytic experiences for maintaining vegan diets. An integrated theoretical framework is proposed using the Theory of Planned Behaviour Model (TPB) and includes ethical concerns to investigate the interrelationships. Comparisons are also made by adopting the strength of high and low ethical catalytic experiences of each consumer group to identify moderating results. The proposed conceptual model was tested using Structural Equation Modelling from the responses of 478 vegan consumers. Results indicate that the TPB factors exert positive effects on the buying intention and ethical concerns mediate the relationship between attitudes and intention, as well as between PBC and intention, however, social norms did not impact ethical concerns.

Keywords: Vegan diet; Catalytic experiences; Theory of planned behaviour; Attitudes; Social norms; And perceived behavioural control (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (8)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:66:y:2022:i:c:s0969698922000455

DOI: 10.1016/j.jretconser.2022.102952

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