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Embracing Veganism: Insights into Motivations, Attitudes, and Beliefs of Gen Z Consumers in Türkiye

Author

Listed:
  • Elif Akagün Ergin

    (Ostim Technical University)

  • Nazlıcan Balci

    (Cankaya University)

  • Handan Ozdemir

    (Ostim Technical University)

Abstract

The primary aim of this qualitative research is to determine the variables that influence Generation Z consumers’ decisions to adopt a vegan lifestyle, with the hope of having a broader understanding of the booming vegetarian landscape worldwide. This study on veganism among Generation Z consumers in Turkey is valuable since it provides insightful data on the country's growing vegan niche market. The sample of the study is comprised of 10 young vegan Gen Z consumers, all of whom are between the ages of 18 and 28 and from a variety of professions. Participants were interviewed both online and face-to-face with the support of vegan groups on social media platforms and the Turkish Vegan Association. Qualitative content analysis (QCA) was utilized to analyze the data from the in-depth interview transcripts. After the analysis, the following five main thematic topics emerged: (1) animal rights; (2) sustainability; (3) environment; (4) healthy lifestyle; and (5) impact of influencers. These themes reveal the prominent factors that influence participants to become vegan. Since the objective of this research is to illuminate the influential role that social media and vegan influencers have in terms of defining Generation Z members’ preferences and decisions on becoming vegetarian, critical points can be noted, such as new emerging marketing trends, consumer insights, and implications from a social point of view.

Suggested Citation

  • Elif Akagün Ergin & Nazlıcan Balci & Handan Ozdemir, 2025. "Embracing Veganism: Insights into Motivations, Attitudes, and Beliefs of Gen Z Consumers in Türkiye," Springer Proceedings in Business and Economics,, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-77363-1_30
    DOI: 10.1007/978-3-031-77363-1_30
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