TRANSITION INTO VEGANISM: DRIVERS OF VEGAN DIET CONSUMPTION

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 environmentally sustainable. Society is currently witnessing a revolution food intake habits people grow health-conscious. Plant-based diets (vegan diet) expected become the next for healthy living. The purpose of study understand impact personal factors (health consciousness, subjective norms perceived value) product attributes on attitudes towards veganism vegan diet consumption. data this research were collected from 377 students within Generation Y cohort at an institution higher learning Johannesburg metropolitan area South Africa. A descriptive exploratory analysis using quantitative techniques was performed structured questionnaires. structural equation modelling (SEM) procedure applied achieve hypotheses testing AMOS (version 25.0) package. findings demonstrated role motivational marketing influences shaping customer consumption patterns. Social influence, health value, attributes, positively influence among millennia results suggest that attitude depends both social values. Motivations preserve environment reverence life forms seem be mainly driven by values.Keywords: veganism, consumptionJEL Classifications: M3, M30, M31DOI: https://doi.org/10.32479/irmm.11519