Abstract

Today, the consume of vegan food has become a must. Extant literature has since long studied this phenomenon from different perspectives, evidencing the main role of ethical and spiritual motives, while social and health reasons kept scholars’ attention only recently. However, drivers of vegan consumption were often investigating in a disjointed way and mixing vegetarians with vegans. Given this acknowledgment, in order to get a comprehensive and focused understanding of the phenomenon and, in this way, contributing to the studies on consumer behavior, this work explores the impact and intensity of the determinants of the intention to buy vegan food through the mediating role of consumer attitude towards this food option. The study was performed via a survey accomplished through administering a structured questionnaire to a sample of vegan people caught on social networks dedicated to veganism and then applying structural equation modeling (Sem) to the data collected. Findings confirm the crucial role of all the drivers investigated in developing a positive behavioral intention to buy vegan food through the mediating role of attitude towards vegan food products, while attention to health does not proved to exert any significant effect. Scientific and managerial implications are developed.