earticle

영어

As veganism becomes more popular, social media has become an important tool through which influencers promote plant-based lifestyles. This study aims to investigate how influencers, content, and social factors affect the adoption of vegan behavior. It also explores how this adoption increases individuals’ intention to buy vegan products. Based on the Innovation Adoption Model, the study conceptualizes vegan behavior adoption as a mediating variable that links these online and social drivers to purchasing decisions. Data will be collected through an online questionnaire targeting individuals aged 20–35 who frequently engage with vegan-related content on Instagram and similar platforms. The data will be analyzed using SPSS and AMOS to test the proposed hypotheses. The findings are expected to provide practical insights for marketers, vegan influencers, and advocacy groups in designing persuasive content and fostering a supportive environment that encourages vegan product adoption.