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

While veganism has been growing and receiving increasing attention, there is a gap on how factors such as health environmental beliefs anti-speciesism values, that create attitude towards their diets, influence vegan behaviour. Furthermore, the role of social stigma experienced by vegans not examined within this context. Building value-attitude-behaviour model, present study addresses conceptualizing these different streams variables to build testable conceptual framework for understanding contribute maintaining lifestyle. The uses structural equation modelling analyse data 315 consumers, testing its variables. shows value?attitude?behaviour model can successfully be applied findings show values are strong predictors positive toward diet. does inhibit consumers from Ultimately, contributes novel multifaceted in broader terms, allowing examination other influencing complex outcome. useful policymakers marketing practitioners engage behavioural segments.