JOURNAL ARTICLE

Customers' Attitude Towards Vegan Products Consumption and Its Impact on Purchase Intension: An Indian Perspective.

  • Published In: Vision (09722629), 2026, v. 30, n. 1. P. 89 1 of 3

  • Database: Business Source Ultimate 2 of 3

  • Authored By: Malik, Reena; Jindal, Tanvi 3 of 3

Abstract

The article investigates Indian consumers' attitudes toward vegan product consumption and how these attitudes influence their purchase intentions. Using data from 214 respondents in Facebook vegan groups and applying structural equation modeling, the study finds that health awareness, animal welfare, and environmental concern positively affect attitudes toward vegan products, which in turn positively influence purchase intention. However, subjective norms, or perceived social pressures, do not significantly impact attitudes in this context. The research offers insights for policymakers, social workers, and marketers aiming to promote veganism by emphasizing health, ethical, and environmental motivations within the Indian cultural setting.

Additional Information

  • Source:Vision (09722629). 2026/02, Vol. 30, Issue 1, p89
  • Document Type:Article
  • Subject Area:Nutrition and Dietetics
  • Publication Date:2026
  • ISSN:0972-2629
  • DOI:10.1177/09722629221087361
  • Accession Number:190552115
  • Copyright Statement:Copyright of Vision (09722629) is the property of Sage Publications Inc. and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

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