Consumers' Attitude and Perception Toward Vegan Lifestyle in Ludhiana City: 25020
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https://doi.org/10.35716/IJED-25020
Author: Anisha N., Babita Kumar and Rakesh Rathore
Author Address: School of Business Studies, Punjab Agricultural University, Ludhiana-141004 (Punjab)
Abstract
The present study analysed consumers' attitudes
and perceptions towards a vegan lifestyle in Ludhiana city. The results
revealed that animal welfare, personal health, and environmental safety
were the primary reasons for adopting veganism. Perceptions of consumers
towards a vegan lifestyle with demographic variables were found to be
non-significant. Vegan consumers perceive veganism as a lifestyle (3.47).
Three important factors were identified: vegan consumers perceived
veganism as a lifestyle, a vegan lifestyle is difficult to follow, and
veganism leads to a moral life. Consumers were satisfied with their decision
to adopt a vegan lifestyle. The study emphasized environmental and health
concerns. To address growing concerns about a vegan lifestyle, marketers should
emphasise the ease of access to vegan products for consumers.
Keywords
Consumer attitudes, consumer perceptions, vegan
lifestyle, vegan
products, veganism.
JEL
Codes
A13, D12, I12, M31, Q18.