IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v13y2020i1p9-d466181.html
   My bibliography  Save this article

Modelling Attitude towards Consumption of Vegan Products

Author

Listed:
  • Isabel Miguel

    (Faculty of Economics, University of Coimbra, 3004-512 Coimbra, Portugal)

  • Arnaldo Coelho

    (CeBER, Faculty of Economics, University of Coimbra, 3004-512 Coimbra, Portugal)

  • Cristela Maia Bairrada

    (CeBER, Faculty of Economics, University of Coimbra, 3004-512 Coimbra, Portugal)

Abstract

This study proposes to understand the impact of personal (health awareness and social influence) and moral (environmental concerns and animal welfare) antecedents on attitudes towards veganism and their effects on engagement with vegan products, along with their impact on purchase intention and word of mouth. Idealism is presented as a moderator of these proposed relationships. The study uses a structured questionnaire to gather data from two cross-sectional samples of 224 Portuguese and 356 Brazilian vegans collected from Facebook groups of vegans. Structural equation modelling is used to test the seven proposed hypotheses and the moderation effects. This research compares the influence of personal and moral determinants on veganism using idealism as a specific context to investigate their relationships, comparing Brazilian and Portuguese respondents and the effects of national cultures. Results show that attitudes towards veganism do not depend on personal causes, but rather on moral concerns. Motivations to reduce animal consumption, protect nature, and respect animal life seem to be guided by ethical principles.

Suggested Citation

  • Isabel Miguel & Arnaldo Coelho & Cristela Maia Bairrada, 2020. "Modelling Attitude towards Consumption of Vegan Products," Sustainability, MDPI, vol. 13(1), pages 1-17, December.
    • Handle: RePEc:gam:jsusta:v:13:y:2020:i:1:p:9-:d:466181
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/13/1/9/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/13/1/9/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. András Fehér & Michał Gazdecki & Miklós Véha & Márk Szakály & Zoltán Szakály, 2020. "A Comprehensive Review of the Benefits of and the Barriers to the Switch to a Plant-Based Diet," Sustainability, MDPI, vol. 12(10), pages 1-18, May.
    2. Christopher J. Bryant, 2019. "We Can’t Keep Meating Like This: Attitudes towards Vegetarian and Vegan Diets in the United Kingdom," Sustainability, MDPI, vol. 11(23), pages 1-17, December.
    3. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    4. Hsu, Chia-Lin & Chang, Chi-Ya & Yansritakul, Chutinart, 2017. "Exploring purchase intention of green skincare products using the theory of planned behavior: Testing the moderating effects of country of origin and price sensitivity," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 145-152.
    5. Wu, Paul C.S. & Yeh, Gary Yeong-Yuh & Hsiao, Chieh-Ru, 2011. "The effect of store image and service quality on brand image and purchase intention for private label brands," Australasian marketing journal, Elsevier, vol. 19(1), pages 30-39.
    6. Zablocki, Agnieszka & Makri, Katerina & Houston, Michael J., 2019. "Emotions Within Online Reviews and their Influence on Product Attitudes in Austria, USA and Thailand," Journal of Interactive Marketing, Elsevier, vol. 46(C), pages 20-39.
    7. Rokonuzzaman, Md & Harun, Ahasan & Al-Emran, Md & Prybutok, Victor R., 2020. "An investigation into the link between consumer's product involvement and store loyalty: The roles of shopping value goals and information search as the mediating factors," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    8. Wolf, Christopher A. & Tonsor, Glynn T., 2017. "Cow Welfare in the U.S. Dairy Industry: Willingness-to-Pay and Willingness-to-Supply," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 42(2), May.
    9. Han, Heesup & Hsu, Li-Tzang (Jane) & Sheu, Chwen, 2010. "Application of the Theory of Planned Behavior to green hotel choice: Testing the effect of environmental friendly activities," Tourism Management, Elsevier, vol. 31(3), pages 325-334.
    10. Han, Liu & Wang, Shanyong & Zhao, Dingtao & Li, Jun, 2017. "The intention to adopt electric vehicles: Driven by functional and non-functional values," Transportation Research Part A: Policy and Practice, Elsevier, vol. 103(C), pages 185-197.
    11. Richins, Marsha L & Bloch, Peter H, 1986. "After the New Wears Off: The Temporal Context of Product Involvement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(2), pages 280-285, September.
    12. Arrieta, E.M. & González, A.D., 2018. "Impact of current, National Dietary Guidelines and alternative diets on greenhouse gas emissions in Argentina," Food Policy, Elsevier, vol. 79(C), pages 58-66.
    13. Jalil, Andrew J. & Tasoff, Joshua & Bustamante, Arturo Vargas, 2020. "Eating to save the planet: Evidence from a randomized controlled trial using individual-level food purchase data," Food Policy, Elsevier, vol. 95(C).
    14. Noah J. Wescombe, 2019. "Communicating Veganism: Evolving Theoretical Challenges to Mainstreaming Ideas," Studies in Media and Communication, Redfame publishing, vol. 7(2), pages 1-8, December.
    15. Kai Chen & Ting Deng, 2016. "Research on the Green Purchase Intentions from the Perspective of Product Knowledge," Sustainability, MDPI, vol. 8(9), pages 1-16, September.
    16. Shiu, Edward & Pervan, Simon J. & Bove, Liliana L. & Beatty, Sharon E., 2011. "Reflections on discriminant validity: Reexamining the Bove et al. (2009) findings," Journal of Business Research, Elsevier, vol. 64(5), pages 497-500, May.
    17. Jaiswal, Deepak & Kant, Rishi, 2018. "Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 60-69.
    18. Liz Wang & Lisa Calvano, 2015. "Is Business Ethics Education Effective? An Analysis of Gender, Personal Ethical Perspectives, and Moral Judgment," Journal of Business Ethics, Springer, vol. 126(4), pages 591-602, February.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. D'Souza, Clare & Brouwer, Anne Renée & Singaraju, Stephen, 2022. "Veganism: Theory of planned behaviour, ethical concerns and the moderating role of catalytic experiences," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    2. Shimiao Li & Nor Siah Jaharuddin, 2020. "Identifying the key purchase factors for organic food among Chinese consumers," Frontiers of Business Research in China, Springer, vol. 14(1), pages 1-23, December.
    3. Mosa Aseri & Zaid Ahmad Ansari, 2023. "Purchase Behaviour of Green Footwear in Saudi Arabia Using Theory of Planned Behaviour," Sustainability, MDPI, vol. 15(6), pages 1-17, March.
    4. Leibao Zhang & Yanli Fan & Wenyu Zhang & Shuai Zhang, 2019. "Extending the Theory of Planned Behavior to Explain the Effects of Cognitive Factors across Different Kinds of Green Products," Sustainability, MDPI, vol. 11(15), pages 1-17, August.
    5. Jana Hojnik & Mitja Ruzzier & Tatiana S. Manolova, 2020. "Sustainable development: Predictors of green consumerism in Slovenia," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(4), pages 1695-1708, July.
    6. Mahardika, Harryadin & Thomas, Dominic & Ewing, Michael Thomas & Japutra, Arnold, 2020. "Comparing the temporal stability of behavioural expectation and behavioural intention in the prediction of consumers pro-environmental behaviour," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    7. Jessica Müller & Ángel Acevedo-Duque & Sheyla Müller & Prateek Kalia & Khalid Mehmood, 2021. "Predictive Sustainability Model Based on the Theory of Planned Behavior Incorporating Ecological Conscience and Moral Obligation," Sustainability, MDPI, vol. 13(8), pages 1-16, April.
    8. Xiaoyun Zhang & Feng Dong, 2020. "Why Do Consumers Make Green Purchase Decisions? Insights from a Systematic Review," IJERPH, MDPI, vol. 17(18), pages 1-25, September.
    9. Emel Yarimoglu & Tugrul Gunay, 2020. "The extended theory of planned behavior in Turkish customers' intentions to visit green hotels," Business Strategy and the Environment, Wiley Blackwell, vol. 29(3), pages 1097-1108, March.
    10. Francesco Testa & Gaia Pretner & Roberta Iovino & Guia Bianchi & Sara Tessitore & Fabio Iraldo, 2021. "Drivers to green consumption: a systematic review," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(4), pages 4826-4880, April.
    11. Ho, Thi Thu & Huynh, Cong Minh, 2022. "Green Purchase Intention: An Investigation from Vietnamese Young Consumers," MPRA Paper 112355, University Library of Munich, Germany.
    12. Abdullah Al Mamun & Syed Ali Fazal & Ghazali Bin Ahmad & Mohd Rafi Bin Yaacob & Mohd. Rosli Mohamad, 2018. "Willingness to Pay for Environmentally Friendly Products among Low-Income Households along Coastal Peninsular Malaysia," Sustainability, MDPI, vol. 10(5), pages 1-19, April.
    13. Yuanhong Liao & Weihong Yang, 2022. "The determinants of different types of private-sphere pro-environmental behaviour: an integrating framework," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 24(6), pages 8566-8592, June.
    14. Kumar Shalender & Naman Sharma, 2021. "Using extended theory of planned behaviour (TPB) to predict adoption intention of electric vehicles in India," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(1), pages 665-681, January.
    15. Vishal Gupta, 2021. "Validating the theory of planned behavior in green purchasing behavior," SN Business & Economics, Springer, vol. 1(10), pages 1-19, October.
    16. Diana Puspita Sari & Nur Aini Masruroh & Anna Maria Sri Asih, 2021. "Consumer Intention to Participate in E-Waste Collection Programs: A Study of Smartphone Waste in Indonesia," Sustainability, MDPI, vol. 13(5), pages 1-28, March.
    17. Farida Saleem, 2021. "Antecedents of the Green Behavioral Intentions of Hotel Guests: A Developing Country Perspective," Sustainability, MDPI, vol. 13(8), pages 1-15, April.
    18. Abdullah Al-Swidi & Redhwan Mohammed Saleh, 2021. "How green our future would be? An investigation of the determinants of green purchasing behavior of young citizens in a developing Country," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(9), pages 13436-13468, September.
    19. Abdullah Al Mamun & Muhammad Khalilur Rahman & Uma Thevi Munikrishnan & P. Yukthamarani Permarupan, 2021. "Predicting the Intention and Purchase of Health Insurance Among Malaysian Working Adults," SAGE Open, , vol. 11(4), pages 21582440211, November.
    20. Jaiswal, Deepak & Deshmukh, Arun Kumar & Thaichon, Park, 2022. "Who will adopt electric vehicles? Segmenting and exemplifying potential buyer heterogeneity and forthcoming research," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:13:y:2020:i:1:p:9-:d:466181. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.