Vegan Consumer

This research aims to provide a theoretical framework to examine the factors that drive the behavior of vegan consumers. Our data reveal that consumers’ social dominance orientation (SDO) is negatively related to preferences for vegan products, with perceived moral status of animals being the underlying factor that drives this relationship. Furthermore, humanization of animals increases liking for vegan products only for low SDO consumers but not for high SDO consumers.

本研究旨在构建一套理论分析框架，以探究驱动纯素消费者行为的各类影响因素。本研究数据表明，消费者的社会支配倾向（Social Dominance Orientation, SDO）与纯素产品偏好呈负相关关系，而动物的感知道德地位是驱动该关联的核心内在因素。此外，动物拟人化仅能提升低SDO消费者对纯素产品的喜爱程度，对高SDO消费者则无此效果。