The Vegan Revolution: Opportunities and Differences Across Countries

Belén Derqui*, Hana Gendel Guterman, Mahsa Ghaffari, Padmali Rodrigo

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

2 Citations (Scopus)


Adopting a vegan diet can be beneficial in addressing public, health, and environmental concerns associated with increasing levels of meat consumption. However, veganism remains an underdeveloped area of investigation. The majority of studies on dietary lifestyles have focused on vegetarianism and there are only a limited number on consumer adoption of vegan diets and cultural differences in this regard. To close this gap, the study investigates consumers’ cognitive structures for adopting a vegan diet through exploring the hierarchical linkages between vegan product attributes, consequences of vegan product consumption and consumer values in two countries. The data were gathered via semi-structured laddering interviews with vegan consumers in Spain and Israel. These interviews were complemented with projective and enabling techniques to facilitate the elicitation of initial product attributes. The findings of the study reveal that the cognitive structures behind vegan consumption are comprised of abstract (e.g., eco-friendliness) and tangible product attributes (e.g., freshness), functional (feeling healthy) and psychological consequences (feeling guilt-free), as well as terminal (achievement) and instrumental values (self-direction). The study discusses implications for marketing and policymaking.
Original languageEnglish
Title of host publicationAdvances in National Brand and Private Label Marketing - Seventh International Conference, 2020
EditorsFrancisco J. Martinez-Lopez, Juan Carlos Gázquez-Abad, Els Breugelmans
Place of PublicationCham, Switzerland
Number of pages7
ISBN (Electronic)9783030477646
ISBN (Print)9783030477639
Publication statusPublished - 14 May 2020
Event7th International Conference on Research on National Brand and Private Label Marketing, NB and PL 2020 - Barcelona, Spain
Duration: 17 Jun 202020 Jun 2020

Publication series

NameSpringer Proceedings in Business and Economics
ISSN (Print)2198-7246
ISSN (Electronic)2198-7254


Conference7th International Conference on Research on National Brand and Private Label Marketing, NB and PL 2020


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