IDEAS home Printed from https://ideas.repec.org/a/eco/journ3/2021-04-3.html
   My bibliography  Save this article

Transition into Veganism: Drivers of Vegan Diet Consumption

Author

Listed:
  • Rejoice Jealous Tobias-Mamina

    (Department of Marketing Management, Faculty of Economic and Management Sciences, University of Pretoria, Pretoria, South Africa)

  • Eugine Tafadzwa Maziriri

    (Department of Business Management, Faculty of Economic and Management Sciences, University of the Free State, South Africa)

Abstract

compounds used to boost crop productivity have stimulated consumer and marketer interest in organic food. Organic ingredients are generally viewed as more nutritious, cheaper, cleaner and more environmentally sustainable. Society is currently witnessing a revolution in food intake and habits as people grow more health-conscious. Plant-based diets (vegan diet) are expected to become the next organic food for healthy living. The purpose of the study is to understand the impact of personal factors (health consciousness, subjective norms and perceived value) and product attributes on attitudes towards veganism and vegan diet consumption. The data for this research were collected from 377 students within the Generation Y cohort at an institution of higher learning within the Johannesburg metropolitan area in South Africa. A descriptive and exploratory analysis using quantitative techniques was performed using structured questionnaires. A structural equation modelling (SEM) procedure was applied to achieve the hypotheses testing using the AMOS (version 25.0) package. The findings demonstrated the role of motivational and marketing influences in shaping customer consumption patterns. Social influence, health consciousness, perceived value, product attributes, and attitudes towards veganism positively influence vegan food consumption among millennia in South Africa. The results suggest that the attitude towards veganism depends on both personal and social values. Motivations to preserve the environment and reverence for life forms seem to be mainly driven by personal values.

Suggested Citation

  • Rejoice Jealous Tobias-Mamina & Eugine Tafadzwa Maziriri, 2021. "Transition into Veganism: Drivers of Vegan Diet Consumption," International Review of Management and Marketing, Econjournals, vol. 11(4), pages 23-28.
    • Handle: RePEc:eco:journ3:2021-04-3
    as

    Download full text from publisher

    File URL: https://www.econjournals.com/index.php/irmm/article/download/11519/pdf
    Download Restriction: no
    File URL: https://www.econjournals.com/index.php/irmm/article/view/11519/pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    2. Samia Ayyub & Xuhui Wang & Muhammad Asif & Rana Muhammad Ayyub, 2018. "Antecedents of Trust in Organic Foods: The Mediating Role of Food Related Personality Traits," Sustainability, MDPI, vol. 10(10), pages 1-17, October.
    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. Li Bai & Mingliang Wang & Shunlong Gong, 2019. "Understanding the Antecedents of Organic Food Purchases: The Important Roles of Beliefs, Subjective Norms, and Identity Expressiveness," Sustainability, MDPI, vol. 11(11), pages 1-18, May.
    2. Maria Andersson & Ola Eriksson & Chris Von Borgstede, 2012. "The Effects of Environmental Management Systems on Source Separation in the Work and Home Settings," Sustainability, MDPI, vol. 4(6), pages 1-17, June.
    3. Tran Huy Phuong & Thanh Trung Hieu, 2015. "Predictors of Entrepreneurial Intentions of Undergraduate Students in Vietnam: An Empirical Study," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 5(8), pages 46-55, August.
    4. Peng Cheng & Zhe Ouyang & Yang Liu, 0. "The effect of information overload on the intention of consumers to adopt electric vehicles," Transportation, Springer, vol. 0, pages 1-20.
    5. Alsalem, Amani & Fry, Marie-Louise & Thaichon, Park, 2020. "To donate or to waste it: Understanding posthumous organ donation attitude," Australasian marketing journal, Elsevier, vol. 28(3), pages 87-97.
    6. Benoît Lécureux & Adrien Bonnet & Ouassim Manout & Jaâfar Berrada & Louafi Bouzouina, 2022. "Acceptance of Shared Autonomous Vehicles: A Literature Review of stated choice experiments," Working Papers hal-03814947, HAL.
    7. Kristin Thomas & Evalill Nilsson & Karin Festin & Pontus Henriksson & Mats Lowén & Marie Löf & Margareta Kristenson, 2020. "Associations of Psychosocial Factors with Multiple Health Behaviors: A Population-Based Study of Middle-Aged Men and Women," IJERPH, MDPI, vol. 17(4), pages 1-17, February.
    8. Kamruzzaman, Md. & Baker, Douglas & Washington, Simon & Turrell, Gavin, 2013. "Residential dissonance and mode choice," Journal of Transport Geography, Elsevier, vol. 33(C), pages 12-28.
    9. Ficko, Andrej & Boncina, Andrej, 2013. "Probabilistic typology of management decision making in private forest properties," Forest Policy and Economics, Elsevier, vol. 27(C), pages 34-43.
    10. Muhammad Shahid Qureshi & Saadat Saeed & Syed Waleed Mehmood Wasti, 2016. "The impact of various entrepreneurial interventions during the business plan competition on the entrepreneur identity aspirations of participants," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 6(1), pages 1-18, December.
    11. Julie Bayle-Cordier & Loïc Berger & Rayan Elatmani & Massimo Tavoni, 2023. "Breath, Love, Walk? The Impact of Mindfulness Interventions on Climate Policy Support and Environmental Attitudes," Sustainability, MDPI, vol. 15(13), pages 1-29, July.
    12. Szu‐Szu Ho & Rosie Stenhouse & Aisha Holloway, 2020. "Understanding HIV‐positive drug users’ experiences of taking highly active antiretroviral treatment: Identity–Values–Conscious engagement model," Journal of Clinical Nursing, John Wiley & Sons, vol. 29(9-10), pages 1561-1575, May.
    13. Alexandre Cabagnols & Ali Maâlej & Pierre Mauchand & Olfa Kammoun, 2022. "The determinants of entrepreneurial intention of scientist PhD students: analytical vs emotional formation of the intention," Insights into Regional Development, VsI Entrepreneurship and Sustainability Center, vol. 4(4), pages 63-82, December.
    14. Diwanji, Vaibhav S. & Cortese, Juliann, 2020. "Contrasting user generated videos versus brand generated videos in ecommerce," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    15. Carlos Bazan, 2022. "Effect of the University’s Environment and Support System on Subjective Social Norms as Precursor of the Entrepreneurial Intention of Students," SAGE Open, , vol. 12(4), pages 21582440221, October.
    16. Nouman Khurram & Umair Saeed, 2015. "Factors Influencing the Intention of People to Use Islamic Banking: An Evidence from Lahore, Pakistan," International Journal of Economics and Empirical Research (IJEER), The Economics and Social Development Organization (TESDO), vol. 3(8), pages 411-418, August.
    17. Agneta Larsson & Mats Westerberg & Lena Karlqvist & Gunvor Gard, 2018. "Teamwork and Safety Climate in Homecare: A Mixed Method Study," IJERPH, MDPI, vol. 15(11), pages 1-12, November.
    18. Leonidas A. Zampetakis & Manolis Lerakis & Konstantinos Kafetsios & Vassilis S. Moustakis, 2016. "The moderating role of anticipated affective ambivalence in the formation of entrepreneurial intentions," International Entrepreneurship and Management Journal, Springer, vol. 12(3), pages 815-838, September.
    19. Shuleski Darko & Radu Ioan & Anton Cristian Ioan & Crina Veronica Cristea, 2017. "Digital Transformation Approach for Improving Public Services Using Cloud Computing Technology. Case Study Bucharest, Romania," MIC 2017: Managing the Global Economy; Proceedings of the Joint International Conference, Monastier di Treviso, Italy, 24–27 May 2017,, University of Primorska Press.
    20. Nosheena Yasir & Nasir Mahmood & Hafiz Shakir Mehmood & Osama Rashid & An Liren, 2021. "The Integrated Role of Personal Values and Theory of Planned Behavior to Form a Sustainable Entrepreneurial Intention," Sustainability, MDPI, vol. 13(16), pages 1-21, August.

    More about this item

    Keywords

    veganism; social influence; consumption;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    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:eco:journ3:2021-04-3. 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: Ilhan Ozturk (email available below). General contact details of provider: http://www.econjournals.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.