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Cited by 47Agriculture Sustainability and Environmental ImpactEnvironmental Sustainability in BusinessOrganic Food and Agriculture

Modelling Attitude towards Consumption of Vegan Products

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Miguel, Isabel, Coelho, Arnaldo, Bairrada, Cristela Maia·2020·Sustainability
DOI 10.3390/su13010009
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Abstract

This study proposes to understand the impact of personal (health awareness and social influence) and moral (environmental concerns and animal welfare) antecedents on attitudes towards veganism and their effects on engagement with vegan products, along with their impact on purchase intention and word of mouth. Idealism is presented as a moderator of these proposed relationships. The study uses a structured questionnaire to gather data from two cross-sectional samples of 224 Portuguese and 356 Brazilian vegans collected from Facebook groups of vegans. Structural equation modelling is used to test the seven proposed hypotheses and the moderation effects. This research compares the influence of personal and moral determinants on veganism using idealism as a specific context to investigate their relationships, comparing Brazilian and Portuguese respondents and the effects of national cultures. Results show that attitudes towards veganism do not depend on personal causes, but rather on moral concerns. Motivations to reduce animal consumption, protect nature, and respect animal life seem to be guided by ethical principles.

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  • Social media influencers such as Instagrammers have recently been viewed as part of endorsements of ethical veganism as a lifestyle and a diet option.

    “The focus on social media platforms was deliberate because social media influencers, such as Instagrammers, have recently been viewed as part of endorsements of ethical veganism as a lifestyle and a diet option (Miguel et al., 2020;Phua et al., 2019).”

    From Ethical Veganism as the Future of Tourist Consumption (2026) · cites this paper as Miguel et al., 2020

    Section 2.2.4 says influence can come from unknown people through social media, and the Introduction describes veganism as both a lifestyle and a diet. Our copy does not identify Instagrammers or say that social media influencers endorse ethical veganism, so those specific parts of the attributed claim are unsupported. (LLM, conf=0.82)

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References 95 · Cited by 47

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Authors
Miguel, I., Coelho, A., & Bairrada, C. M.
Affiliations
University of Coimbra (PT)
Corresponding author
Bairrada, Cristela Maia
ORCID
Venue
Sustainability
Publisher
MDPI AG
Published
2020-12-22
Volume
13
Issue
1
Pages
9
ISSN
2071-1050 (ISSN-L)
DOI
10.3390/su13010009
OpenAlex
W3114252155
Cited by
47
References
95
Citations by year
2026: 4 · 2025: 10 · 2024: 11 · 2023: 10 · 2022: 8 · 2021: 4
FWCI
2.92
Type
journal article
Language
en
Open access
Licence
Locations
  • Sustainability (publishedVersion, cc-by)
  • RePEc: Research Papers in Economics (submittedVersion)
  • DOAJ (DOAJ: Directory of Open Access Journals) (submittedVersion)
  • Portuguese National Funding Agency for Science, Research and Technology (RCAAP Project by FCT) (submittedVersion)
  • Portuguese National Funding Agency for Science, Research and Technology (RCAAP Project by FCT) (submittedVersion, other-oa)
Funders
Fundação para a Ciência e a Tecnologia (UIDB/05037/2020, Project UIDB/05037/2020)
Topics
  • Physical Sciences › Environmental Science › Ecology › Agriculture Sustainability and Environmental Impact
  • Social Sciences › Business, Management and Accounting › Marketing › Environmental Sustainability in Business
  • Life Sciences › Agricultural and Biological Sciences › Plant Science › Organic Food and Agriculture
Keywords
veganism, purchase intention, word of mouth, health awareness, social influence, environmental concern, animal welfare, idealism, moral motivation, consumer behavior, national culture, Portuguese consumers, Brazilian consumers, Facebook groups

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