Diet or lifestyle: Consumer purchase behavior of vegan retailing. A qualitative assessment

The noticeable shift towards veganism signifies a fundamental change in how people view what they consume. Veganism has been growing and receiving increasing scientific attention. However, current studies about veganism are in the nascent stages with several gaps. The study aims to fill these gaps and add to the existing knowledge of veganism by investigating how consumers conceptualize it and how and why individuals purchase vegan products. Using the grounded theory approach, the study aligns behavioural reasoning theory (BRT) to conceptualize vegan adoption and purchase behavior. The study mainly focuses on the reasons and challenges faced while following a vegan lifestyle. 50 US and UK vegans were interviewed using a semi-structured qualitative design. The findings reflected that veganism is much more than a dietary behavior adopted as a lifestyle philosophy. The most significant factors impacting the adoption of vegan food are personal, social, contextual, ethical, and moral reasons. The study further identified psychological, social, and marketing inhibitors as challenges in adopting vegan food. The findings also identified vegan adoption and activism as behavioral intentions toward vegan food. Vegan activism may serve as a double-edged sword as it can be good in spreading awareness, but it can also be seen as an activist who tries to force their views on others. The study findings have significant implications and future directions for academics, retailers, and policymakers interested in veganism.