Healthy, moral, or ecological? Latent classes in the consumption of vegan food

Sérgio Luiz do Amaral Moretti; Marcelo Luiz Dias da Silva Gabriel; André Francisco Alcântara Fagundes; Alexandre Magno Borges Pereira Santos; Juliana Bárbara da Silva Oliveira; Lisemaura Aparecida dos Santos Jacobi

doi:10.5585/remark.v22i2.21309

Autores/as

Sérgio Luiz do Amaral Moretti Universidade Federal de Uberlândia (UFU) http://orcid.org/0000-0002-9457-6064
Marcelo Luiz Dias da Silva Gabriel Escola Superior de Propaganda e Marketing - ESPM https://orcid.org/0000-0001-8861-0783
André Francisco Alcântara Fagundes Universidade Federal de Uberlândia (UFU) https://orcid.org/0000-0003-1177-4514
Alexandre Magno Borges Pereira Santos Universidade Federal de Uberlândia (UFU) https://orcid.org/0000-0002-1491-2014
Juliana Bárbara da Silva Oliveira Universidade Federal de Uberlândia (UFU) https://orcid.org/0000-0001-5965-6993
Lisemaura Aparecida dos Santos Jacobi Universidade Federal de Uberlândia (UFU) https://orcid.org/0000-0002-3800-5312

DOI:

https://doi.org/10.5585/remark.v22i2.21309

Palabras clave:

Vegans, Motivations, Inhibitors, Involvement, Latent Classes

Resumen

Objective: This paper aims to identify classes of vegan food consumers based on their motivators, inhibitors, and involvement with the vegan diet.

Method: We conducted a survey with 263 vegans and tested an unprecedented model through Structural Equation Modeling and Latent Class Analysis.

Main results: The personal motivation construct proved to be a strong motivator of eating habits, and involvement significantly influenced purchase intention, as predicted. The study identified two latent classes: Healthful and Ecological, suggesting that the vegan audience is more heterogeneous than commonly accepted. The health motivation performed poorly, with its respective hypotheses refuted by both classes regarding influence on involvement. The inhibitors construct obtained sole load in the variable inhibitor-economic for the Ecological class.

Contributions: The research offers new possibilities for the academy, with more information on this type of consumption. It is beneficial for suppliers of vegan products to know the most significant variables in their behavior.

Relevance: We used different motivators for vegan eating to analyze their influence on involvement and intention to purchase vegan products. The study validated an unprecedented model and points a new way to investigate the current behavior of vegans.

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Biografía del autor/a

Sérgio Luiz do Amaral Moretti, Universidade Federal de Uberlândia (UFU)

Doutor em Ciências Sociais

Marcelo Luiz Dias da Silva Gabriel, Escola Superior de Propaganda e Marketing - ESPM

PhD in Education (Science and Technology)

André Francisco Alcântara Fagundes, Universidade Federal de Uberlândia (UFU)

PhD in Administration

Alexandre Magno Borges Pereira Santos, Universidade Federal de Uberlândia (UFU)

Master in Law and Administration

Juliana Bárbara da Silva Oliveira, Universidade Federal de Uberlândia (UFU)

Master in Administration

Lisemaura Aparecida dos Santos Jacobi, Universidade Federal de Uberlândia (UFU)

Master in Administration

Citas

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