La Trobe
1188622_Brouwer,A.R_2022.pdf (648.11 kB)

Value attitude behaviour and social stigma in the adoption of veganism: An integrated model

Download (648.11 kB)
journal contribution
posted on 2022-09-06, 02:41 authored by Anne BrouwerAnne Brouwer, Clare D'SouzaClare D'Souza, Stephen SingarajuStephen Singaraju, LA Arango-Soler
While veganism has been growing and receiving increasing attention, there is a gap on how factors such as health and environmental beliefs and anti-speciesism values, that create attitude towards their diets, influence their vegan behaviour. Furthermore, the role of social stigma experienced by vegans has not been examined within this context. Building on the value-attitude-behaviour model, the present study addresses this gap by conceptualizing these different streams of variables to build a testable conceptual framework for understanding how these factors contribute to maintaining a vegan lifestyle. The study uses structural equation modelling to analyse the data on 315 vegan consumers, testing the framework and its variables. The study shows that the value‐attitude‐behaviour model can successfully be applied to vegan behaviour. The findings show that anti-speciesism values are strong predictors of a positive attitude toward a vegan diet. Furthermore, social stigma does not inhibit consumers from maintaining a vegan lifestyle. Ultimately, the study contributes to a novel multifaceted model for understanding veganism in broader terms, allowing for the examination of other influencing factors on a complex outcome. The findings are useful for policymakers and marketing practitioners to engage in understanding behavioural segments.

History

Publication Date

2022-04-01

Journal

Food Quality and Preference

Volume

97

Article Number

104479

Pagination

9p.

Publisher

Elsevier

ISSN

0950-3293

Rights Statement

© 2021 The Author(s). Published by Elsevier Ltd. This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/).

Usage metrics

    Journal Articles

    Categories

    No categories selected

    Licence

    Exports

    RefWorks
    BibTeX
    Ref. manager
    Endnote
    DataCite
    NLM
    DC