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

• Autor(a) principal: Moretti, Sérgio Luiz do Amaral
• Data de Publicação: 2023
• Outros Autores: Gabriel, Marcelo Luiz Dias da Silva, Fagundes, André Francisco Alcântara, Santos, Alexandre Magno Borges Pereira, Oliveira, Juliana Bárbara da Silva, Jacobi, Lisemaura Aparecida dos Santos
• Tipo de documento: Artigo
• Idioma: eng
• Título da fonte: REMark - Revista Brasileira de Marketing
• DOI: 10.5585/remark.v22i2.21309
• Texto Completo: https://periodicos.uninove.br/remark/article/view/21309
• topic: Vegans; Motivations; Inhibitors; Involvement; Latent Classes; Veganos; Motivações; Envolvimento; Inibidores; Classes Latentes

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.