... in encouraging consumers to switch to veganism. Notably, motivation strongly influences negotiation strategies and consumers' switching intentions. Research limitations/implications This research advances the literature on vegan food adoption by integrating motivation, constraints, negotiation and learned...

... intentions. Subjective norm and attitude are strong predictors of switching intentions and purchase intentions, and switching intentions also have a powerful impact on purchase intentions. Originality/value This study extends previous research on locally produced food consumption in that it has proposed...