Customers’ Attitude Towards Vegan Products Consumption and Its Impact on Purchase Intension: An Indian Perspective

Malik, Reena; Jindal, Tanvi

doi:10.1177/09722629221087361

Cited by 8 publications

(6 citation statements)

References 64 publications

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“…Although, some studies reported no significant effects on organic purchases (Asif et al, 2018;Smith & Paladino, 2010; or food waste intentions (Tsai et al, 2020). For meat consumption, participants from Canada, Kuwait and India reported that their attitudes towards vegan products were significantly influenced by their environmental concerns (Bakr et al, 2023;Malik & Jindal, 2022).…”

Section: Theme 2: Testing An Extended Version Of the Tpbmentioning

confidence: 99%

Sustainable food consumption across Western and non-Western cultures: a scoping review considering the theory of planned behaviour

Randall,

Cousins,

Neilson

et al. 2023

Appetite

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Section: Theme 2: Testing An Extended Version Of the Tpbmentioning

confidence: 99%

Sustainable food consumption across Western and non-Western cultures: a scoping review considering the theory of planned behaviour

Randall,

Cousins,

Neilson

et al. 2023

Appetite

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“…Goyal et al (2020) explored the influence of environmental concerns on the adoption of vegan diets. Further, Malik and Jindal (2022) have focused on the adoption of vegan diets through societal and morally informed lenses. Examining veganism within this specific cultural context offers a nuanced understanding that might differ from studies conducted in the Western countries.…”

Section: Introductionmentioning

confidence: 99%

Factors shaping the adoption of sustainable vegan diets

Shah,

Thanki Joshi

2024

Int J Consumer Studies

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The quality and choices of food contribute significantly to human well‐being and support the development of healthy communities worldwide. Despite being the world's largest vegetarian nation, India predominantly follows lacto‐vegetarianism, allowing dairy consumption and creating a distinct dietary landscape shaped by influences from religious, social, and cultural beliefs. This complexity, where dairy and cultural‐religious factors play pivotal roles, makes India a compelling and unique case for understanding the intricacies of adopting vegan dietary preferences. In the present study, an integrated model derived from the health belief model (HBM), the value attitude behavior (VAB) model, and social stigma was adopted as the theoretical framework. The study analyses the interactive effect of perceived benefits, barriers, environmental beliefs, health beliefs, and anti‐speciesism values, with the novel inclusion of social stigma as an independent variable affecting attitudes and intentions toward adopting a vegan diet. To achieve its objective, the study employed a quantitative methodology, recording consumers' responses through a structured questionnaire. The analysis encompassed 504 valid responses from Indian consumers from diverse backgrounds and varied locations. The result unveiled several noteworthy and unique trends. It was found that perceived benefits had a positive impact, while perceived barriers had a negative impact on the health beliefs associated with a vegan diet. Environmental beliefs, health beliefs, and anti‐speciesism values exhibited a positive influence on individuals' attitudes toward adopting a vegan diet. Conversely, social stigma had a negative impact on attitudes toward a vegan diet. Attitude emerged as a pivotal mediator, connecting the social stigma to the vegan diet adoption behavior. The findings of the study offer valuable insights for policymakers, manufacturers, and marketers seeking to encourage the adoption of vegan diets in countries with predominantly vegetarian populations. Additionally, the study puts forth actionable strategies, outlined as implications to promote the widespread adoption of the vegan diet.

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“…According to a survey conducted by Rakuten Insights (2022), veganism is on the rise in India (estimated US $33.3 billion by 2030) with reasons such as animal welfare, vegetarian diet, food allergies, healthiness, environment, taste, and new food habits related trends. This healthy lifestyle‐linked inclination toward vegan food is primarily observed among urban Indian consumers but its wider acceptance cannot be ignored (Kautish & Sharma, 2020; Malik & Jindal, 2023). Given the rise in health awareness, sustainability‐driven popularity, and consumption of vegan food products in India, it is essential to research and establish the relationship between individual value drives (value orientation) and associated objects (nature) based on symbolic interactionism, for example, connectedness, feelings, love, or emotions (Antonetti & Maklan, 2014; Kautish & Sharma, 2019).…”

Section: Introductionmentioning

confidence: 99%

Environmental values and sustainability: Mediating role of nature connectedness, and love for nature toward vegan food consumption

Kautish,

Thaichon,

Soni

2023

J of Consumer Behaviour

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The study aims to ascertain the mediating influence of nature connectedness and love for nature in the association of terminal and instrumental values with stated buying behavior in the vegan food context. Drawing theoretical underpinning from Value‐Belief‐Norm (VBN) in terms of value dichotomy and the Biophilia Hypothesis for sustainable consumption, the research hypotheses were tested using covariance‐driven structural equation modeling. Cross‐sectional data of 524 participants was collected through an online agency from an emerging market (India). Although the results suggest that improved terminal and instrumental values contribute to stated buying behavior, this effect transpires only through the love for nature. Furthermore, the role of love for nature as a mediating construct in the relationship between the terminal and instrumental values and the corresponding influence on stated buying behavior has been confirmed. Thus, the present study empirically corroborates the rationality of Value‐Belief‐Norm as well as the Biophilia Hypothesis as its novel theoretical contributions. Marketers of vegan food products should formulate terminal and instrumental value‐oriented strategies that reinforce nature connectedness and love for nature, which are anticipated to exert a significant stated buying behavior‐enhancing influence.

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Customers’ Attitude Towards Vegan Products Consumption and Its Impact on Purchase Intension: An Indian Perspective

Cited by 8 publications

References 64 publications

Sustainable food consumption across Western and non-Western cultures: a scoping review considering the theory of planned behaviour

Sustainable food consumption across Western and non-Western cultures: a scoping review considering the theory of planned behaviour

Factors shaping the adoption of sustainable vegan diets

Environmental values and sustainability: Mediating role of nature connectedness, and love for nature toward vegan food consumption

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