Consumers' Attitudes and Perceptions toward Vegan Lifestyle in Ludhiana City
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Author: Anisha N., Babita Kumar and Rakesh Rathore
Author Address: Research Scholar, Professor, and Assistant Professor, School of Business Studies, Punjab Agricultural University, Ludhiana-141004 (Punjab)
Keywords: Consumer attitudes, consumer perceptions, veganism, vegan lifestyle, vegan products.
JEL Codes: A13, D12, I12, M31, Q18.
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 perceived 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.
Description
Indian J Econ Dev, 2026, 22(2), 317-325
https://doi.org/10.35716/IJED-25020