Authors:

Ingita Jain, Chandni Kalani, Binal Prajapati

Abstract:

The study was carried out to evaluate the VEGAN market, to determine the attitude, motives, and behavior behind practicing veganism, to understand the problems and challenges faced by vegans in India, to know the lifestyle changes required to be a vegan, to identify the product preferences of the vegans, to identify communication tools to reach out to this community and to map the potential of the vegan market.

Qualitative research was carried out to explore the above objectives wherein control field research and in-depth interviews were conducted. The respondents for control field research were taken from Ahmedabad, while the sample for an in-depth interview was from all over India

The research draws attention that people are becoming health conscious as well as environment-conscious day by day and vegan lifestyle is the choice of many. It has been found that the most frequent reason to adopt a vegan lifestyle is ethical and health focus. Also, it has been found that many lifestyle changes happen to embrace veganism.

The study identifies that the vegans tend to buy products from small retailers as they want to support small sellers and encourage them, most of the respondents are seen to ignore or do not prefer to buy products that are mass-produced.

We recommend that the best way to reach the audience is to make quality products and promote them through community channels on social media.

Keywords:

Vegan, attitude, controlled field research , lifestyle, environment

Vol & Issue:

VOL.14, ISSUE No.Special Issue 1, january 2022