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EMAC 2019 Annual Conference

Ethical Dilemma of Buying or Not Buying Vegan Food Products:An Exploration of Jones Issue-Contingent Model

Published: May 28, 2019


Gelareh Salehi, PhD student at Universidad Pontificia Comillas; Estela Díaz, Comillas Pontifical University


Vegan; Purchasing; Jones


This study aims to explore the ethical purchase decision-making process toward vegan food products. Total of twelve university students participated in interviews to answer questions about knowledge, attitudes, and purchase intention toward vegan food products. The analysis was carried out through thematic approach. Three main conclusions can be highlighted from the results. First, consumers are unfamiliar with ethical food, vegan food brands, and labels. Second, it is argued that the higher social acceptance of ethical issue may result in a higher intention to buy vegan food products. Third, findings suggest that self identity plays an important role in purchasing vegan food. Results of this study have important implications for the academics and marketers since the extant research contributes to a better understanding of the psychological process of purchasing vegan food products while proposing new theoretical and empirical challenges to be covered in the future.