The Influence of Food Choice Motives of Vegetarians on Attitude, Satisfaction and Customer Citizenship Behavior toward Vegan Food

Abstract

The purpose of this study is to understand the influence of vegan food choice motives of vegetarian customers on attitude, satisfaction and customer citizenship behaviors. The study was conducted on consumers who had purchased vegan food within the last 6 months. The collected 228 data were analyzed with structural equation modeling. The results showed that the health motivation among personal oriented motives and the animal welfare motivation among pro-social oriented motives were found to influence to the attitude and satisfaction of vegan food. The attitude and satisfaction had a positive effect on the customer citizenship behaviors. The findings provide valuable data for vegan food producers, sellers and distributors in understanding their vegetarian consumers.