The Impact Of Vegan Identity On Buying Behaviors Of Consumers

In parallel with the world, vegan consumption habits continue to increase in Turkey. In the literature, studies on the purchasing habits of consumers who adopt a vegan lifestyle and their expectations from brands are limited. For this reason, the main purpose of the study is to reveal the expectations of vegan consumers from businesses and the effect of vegan identity on their purchasing behavior. Observation and semi-structured interviewing were preferred from qualitative research methods to collect data related to the research purpose. In this context, the purchasing behaviors of two vegan consumers in the clothing, food and cosmetics sectors were observed for three months. The number was found to be sufficient, as the data experienced self-repetition. According to the findings of the research, the fact that consumers are vegan has an impact on their behavior in the food, clothing and cosmetics sectors. While the participants expect brands to be vegan, they also stated that they can’t access some products (such as yoghurt, dessert, vegan pet food) in Turkey. According to the results of the research, although it is known that the most basic feature of vegan consumers is not to consume animal products, they experience difficulties even in the food sector. Due to the lack of vegan products such as yogurt, the vegan food sector creates a potential market for domestic brands. It is thought that the result of the research will give information about the consumers who adopt the vegan lifestyle to the businesses.