The roles of celebrity endorsers’ and consumers’ vegan identity in marketing communication about veganism
Abstract
Celebrities endorsing veganism may exert social influence on consumers’ attitude toward veganism and behavioral intention to become vegan. A between-subjects online experiment (N = 303) examined the effects of consumers’ eating habits (meat eater versus non-meat eater) and celebrities’ vegan identity (altruistic motivation versus egoistic motivation) on various outcomes of health communication about veganism. Results of statistical analyses revealed a significant multivariate main effect of consumers’ eating habits on health consciousness, intention to spread electronic word-of-mouth (eWOM) about veganism, and behavioral intention to become vegan. The results also reveal interaction effects between vegan celebrity endorsers’ motivation and consumers’ eating habits on health consciousness, intention to spread eWoM about veganism, and behavioral intention to become vegan. Additionally, moderating effects of source credibility, subjective norms, and identification with the vegan celebrity endorser were found. This study sheds some light on celebrity endorsements of veganism and effects of message framing on consumers’ veganism-related attitude and behavioral intention.
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References 70 · Cited by 81
- Authors
- Phua, J., Jin, S. V., & Kim, J. (.
- Affiliations
- University of Georgia (US)
- School of Business, Sejong University, Seoul, Korea
- Grady College of Journalism and Mass Communication, University of Georgia, Athens, GA, USA
- ORCID
- Phua, Joe
- Venue
- Journal of Marketing Communications
- Publisher
- Informa UK Limited
- Published
- 2019-03-25
- Volume
- 26
- Issue
- 8
- Pages
- 813-835
- ISSN
- 1352-7266 (ISSN-L)
- 1466-4445
- OpenAlex
- W2947815906
- Cited by
- 81
- References
- 70
- Citations by year
- 2026: 5 · 2025: 10 · 2024: 16 · 2023: 14 · 2022: 20 · 2021: 9 · 2020: 7
- FWCI
- 18.11
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Marketing Communications (publishedVersion)
- Topics
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Physical Sciences › Environmental Science › Ecology › Agriculture Sustainability and Environmental Impact
- Social Sciences › Business, Management and Accounting › Marketing › Environmental Sustainability in Business
- Keywords
- veganism, celebrity endorsement, vegan identity, altruistic motivation, egoistic motivation, consumer eating habits, health communication, electronic word of mouth, behavioral intention, health consciousness, source credibility, subjective norms, message framing, social influence
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