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Veganism: Theory of planned behaviour, ethical concerns and the moderating role of catalytic experiences

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  • D'Souza, Clare
  • Brouwer, Anne Renée
  • Singaraju, Stephen

Abstract

The growing movement of veganism culture is drawing increasing scientific attention but falls short of an empirical investigation to examine antecedents and catalytic experiences for maintaining vegan diets. An integrated theoretical framework is proposed using the Theory of Planned Behaviour Model (TPB) and includes ethical concerns to investigate the interrelationships. Comparisons are also made by adopting the strength of high and low ethical catalytic experiences of each consumer group to identify moderating results. The proposed conceptual model was tested using Structural Equation Modelling from the responses of 478 vegan consumers. Results indicate that the TPB factors exert positive effects on the buying intention and ethical concerns mediate the relationship between attitudes and intention, as well as between PBC and intention, however, social norms did not impact ethical concerns.

Suggested Citation

  • 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).
    • Handle: RePEc:eee:joreco:v:66:y:2022:i:c:s0969698922000455
    DOI: 10.1016/j.jretconser.2022.102952
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    2. Nimri, Rawan & Kralj, Anna & Shishan, Farah & Suheimat, Nouf, 2024. "To ‘green dine’ or not to ‘green dine’? Assessing the impact of beliefs and altruism," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    3. Habib, Muhammad Danish & Alghamdi, Aseel & Sharma, Veenu & Mehrotra, Ankit & Badghish, Saeed, 2024. "Diet or lifestyle: Consumer purchase behavior of vegan retailing. A qualitative assessment," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    4. Donato, Carmela & Monsurrò, Luigi & Di Cioccio, Martina, 2024. "A matter of identity: Promoting plant-based food among meat-eaters through a common identity priming," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    5. Nosi, Costanza & D'Agostino, Antonella & Piccioni, Niccolò & Bartoli, Chiara, 2023. "Becoming a tree when I will be dead? Why not! Generation X, Y and Z, and innovative green death practices," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    6. Sirieix, Lucie & Séré de Lanauze, Gilles & Dyen, Margot & Balbo, Laurie & Suarez, Erick, 2023. "The role of communities in vegetarian and vegan identity construction," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    7. Lee Park, Camila & Fracarolli Nunes, Mauro, 2024. "Vegan luxury for non-vegan consumers: Impacts on brand trust and attitude towards the firm," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).

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