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Keywords: Animal concern
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Journal Articles
Non-vegan consumers buying vegan food: the moderating role of conformity
Available to Purchase
Journal:
British Food Journal
British Food Journal (2022) 124 (1): 14–30.
Published: 23 June 2021
... Findings show that spiritual and animal concerns are direct drivers of non-vegan buyers' attitude towards vegan food. Attitude, then, strongly influences the intention to buy vegan foods. Though less impactful, non-vegans' willingness to pay a premium price is a motive positively influencing...
