Study on Consumer Knowledge About Vegan Products and Its Purchase Intention

Abstract

The global transition towards sustainable consumption has accelerated consumer interest in vegan products across food, cosmetics, fashion, and lifestyle categories. Despite the growing availability of vegan alternatives, consumers' purchase decisions remain influenced by multiple psychological and behavioural factors beyond environmental concern alone. This study examines the influence of attitude, product knowledge, behavioural control, self-identity, environmental concern, and consumer knowledge on consumers' purchase intention towards vegan products in India. The research adopts the Theory of Planned Behaviour (TPB) as its theoretical foundation and employs a quantitative research design. Data were collected through an online structured questionnaire from 233 valid respondents and analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The measurement model confirmed satisfactory reliability and validity of all constructs. The structural model revealed that attitude and environmental concern significantly and positively influence purchase intention, whereas consumer knowledge and self-identity showed no statistically significant effect. Product knowledge exhibited a positive but comparatively weaker influence, while behavioural control demonstrated only marginal significance. The findings suggest that consumers are primarily motivated by favourable attitudes and environmental consciousness rather than mere product familiarity. The study contributes to the growing literature on sustainable consumption by extending TPB within the context of vegan products in an emerging economy. Practical implications highlight the importance of strengthening environmental communication, improving consumer awareness, and enhancing product accessibility to encourage wider adoption of vegan products.