Increasing environmental degradation, animal cruelty and health consciousness has drawn attention towards environment-friendly eating habits and adopting a vegan lifestyle. This study aims to explore the impact of health awareness, animal welfare, environmental concern and subjective norms’ antecedents on customers’ attitude towards the consumption of vegan products and its impact on purchase intention. By utilizing a structured questionnaire, data has been collected from 214 Indian respondents via Facebook vegan groups. The study takes into consideration subjective and moral determinants, and it checked their influence on veganism by applying structural equation modelling. Results revealed that subjective concerns have no influence on attitude and that, rather, moral concerns do have such an influence. Attitude towards vegan product consumption influences purchase intension positively. The study concluded with implications for policy makers, social workers, marketers and academicians.

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