초록 열기/닫기 버튼
In the fast-changing restaurant market, a lot of consumers are voluntarily choosing vegan foods with interests in environmental protection, animal welfare and health. In particular, future consumers will greatly value social interests and responsibilities. However, there is still a lack of research on the relationship between vegan trend and consumer behaviors in Korea. Therefore, this study conducted to verify the relationships between egoistic and altruistic values, attitude toward vegan food, and purchase intention. A survey was conducted on 368 women who purchased or knew vegan food. The collected samples were subjected to frequency analysis, reliability analysis, and confirmatory factor analysis using SPSS 20.0 and AMOS 20.0 for empirical analysis, and the hypotheses were confirmed using the structural equation model. The results of this study showed that egoistic value and altruistic values had a significant positive influence on attitude toward vegan food. Moreover, attitude toward vegan food had a positive effect on purchasing intention. Theoretical and practical implications are discussed.
