Vegan Consumer
Published: 9 April 2024| Version 1 | DOI: 10.17632/y6m3wk7bxf.1
Contributors:
Ahreum Maeng, Description
This research aims to provide a theoretical framework to examine the factors that drive the behavior of vegan consumers. Our data reveal that consumers’ social dominance orientation (SDO) is negatively related to preferences for vegan products, with perceived moral status of animals being the underlying factor that drives this relationship. Furthermore, humanization of animals increases liking for vegan products only for low SDO consumers but not for high SDO consumers.
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Categories
Consumer Behavior, Consumer Attitude