Why do you eat vegan food? Health doesn’t matter, ethics and spirit do

Elisa Martinelli, Francesca De Canio and Giuseppe Nardin

Micro & Macro Marketing, 2021, issue 1, 173-193

Abstract: Today, the consume of vegan food has become a must. Extant literaturehas since long studied this phenomenon from different perspectives,evidencing the main role of ethical and spiritual motives, while socialand health reasons kept scholars’ attention only recently. However,drivers of vegan consumption were often investigating in a disjointedway and mixing vegetarians with vegans. Given this acknowledgment,in order to get a comprehensive and focused understanding of the phenomenonand, in this way, contributing to the studies on consumer behavior,this work explores the impact and intensity of the determinantsof the intention to buy vegan food through the mediating role of consumerattitude towards this food option.The study was performed via a survey accomplished through administeringa structured questionnaire to a sample of vegan people caught onsocial networks dedicated to veganism and then applying structural equationmodeling (Sem) to the data collected. Findings confirm the crucialrole of all the drivers investigated in developing a positive behavioral intentionto buy vegan food through the mediating role of attitude towardsvegan food products, while attention to health does not proved to exertany significant effect. Scientific and managerial implications are developed.

Keywords: Vegan; consumer behaviour; attitudes; behavioral intention; Sem. (search for similar items in EconPapers)
Date: 2021
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