Diffusion of Vegan Food Innovations: A Dual-Market Perspective

Abstract

Veganism is the practice of abstaining from the use of animal products, whether it is for food, clothing, or otherwise. Individuals adhering to veganism are referred to as vegans, and the products they choose to purchase or consume are absent of ingredients sourced from animals. Innovations are products that are appreciated as new and novel by consumers. Vegan food innovations subsequently refer to vegan food products that are seen as new and novel among potential consumers. After their initial introduction to the market, innovations are purchased, or adopted, by a growing number of consumers over time. The process through which the innovation reaches the hands of more and more adopters is referred to as diffusion.

A Comprehensive Examination of Vegan Lifestyle in Italy

“…In fourth, fifth, and sixth place, respectively, additional reasons for adopting a vegetarian diet were environmental protection, experimentation with new ways of eating, and the belief in sacrificing quantity for quality by eating less but better [5]. This increase may be due to a growing concern for environmental sustainability, increased popularization of animal welfare issues, and heightened sensitivity towards personal health, as demonstrated in other populations [6].…”