TY - JOUR
T1 - Consumers’ motivations for adopting a vegan diet
T2 - A mixed-methods approach
AU - Ghaffari, Mahsa
AU - Rodrigo, Padmali Gawri Kumari
AU - Ekinci, Yuksel
AU - Pino, Giovanni
PY - 2022/7/1
Y1 - 2022/7/1
N2 - The adoption of a vegan diet might have public, health, and environmental benefits; however, still little is known about veganism as the majority of studies on dietary lifestyles have focused on vegetarianism. Hence, in order to address this gap, the present study adopted a sequential and mixed (qualitative; quantitative) research approach based on laddering interviews (n = 20) and a survey (n = 400) to validate the motives for adopting a vegan diet. The results identified seven motives: economic, ethical, health-related, hedonic, animal empathy, respect for animal rights, and personal accountability. Three motives in particular – (i.e., animal empathy, accountability, and animal rights) appear to be the key determinants of consumer’s self-identification as vegan-oriented individuals. The study found five attributes (price, nutritious, freshness; tasty, eco/animal friendly ingredients) of vegan products associated with the afore-mentioned motives. Food marketers and policy makers could highlight such attributes to encourage the adoption of a vegan diet.
AB - The adoption of a vegan diet might have public, health, and environmental benefits; however, still little is known about veganism as the majority of studies on dietary lifestyles have focused on vegetarianism. Hence, in order to address this gap, the present study adopted a sequential and mixed (qualitative; quantitative) research approach based on laddering interviews (n = 20) and a survey (n = 400) to validate the motives for adopting a vegan diet. The results identified seven motives: economic, ethical, health-related, hedonic, animal empathy, respect for animal rights, and personal accountability. Three motives in particular – (i.e., animal empathy, accountability, and animal rights) appear to be the key determinants of consumer’s self-identification as vegan-oriented individuals. The study found five attributes (price, nutritious, freshness; tasty, eco/animal friendly ingredients) of vegan products associated with the afore-mentioned motives. Food marketers and policy makers could highlight such attributes to encourage the adoption of a vegan diet.
KW - veganism
KW - laddering interviews
KW - means-end chain
KW - consumer
KW - confirmatory factor analysis
UR - http://www.scopus.com/inward/record.url?scp=85115339336&partnerID=8YFLogxK
U2 - 10.1111/ijcs.12752
DO - 10.1111/ijcs.12752
M3 - Article
VL - 46
SP - 1193
EP - 1208
JO - International Journal of Consumer Studies
JF - International Journal of Consumer Studies
SN - 1470-6423
IS - 4
ER -