Shopping for a worthy cause - the theory of planned behaviour for vegan personal care products with a special focus on animal welfare

Annika Reeh, Nadine Walter, Frauke Sander and Thomas Cleff

International Journal of Business Environment, 2023, vol. 14, issue 4, 488-526

Abstract: Consumers are increasingly considering ethical aspects when purchasing goods. Considerations about the triple bottom line of ethical consumption, i.e., environmental, social and animal welfare are included into their shopping behaviour. However, academics have so far focused on the research areas of ecology and human rights, while animal welfare has been largely ignored. Hence, this study focuses on analysing the impact of animal welfare concern using the theory of planned behaviour (TPB). Our findings of an empirical study (n = 186) in Germany show that the best predictors of attitude towards vegan personal care products are moral obligation, animal welfare concern and environmental concern. Perceived behavioural control, self-identity, health consciousness and appearance consciousness are not confirmed as predictors. The method of this study has contributed significantly to research: firstly, it is the first empirical study of vegan personal care products using the TPB; secondly, it includes a newly developed scale of animal welfare concern.

Keywords: theory of planned behaviour; TPB; animal welfare concern; environmental concern; moral obligation; vegan; ethical consumption. (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbenv:v:14:y:2023:i:4:p:488-526

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