Exploring the Impact of Social Media, Health Orientation, and Economic Constraints on Vegan Diet Adoption and Advocacy through Vegan Identity among Adults in India

This exploratory study examines the role of different factors for the uptake of a vegan diet in the young adult population in the context of India. Using the survey method (N=391) in the study, the influence of social media influence and economic constraints (independent) and the uptake and advocacy of a vegan diet (dependent) with the mediating variable of a vegan identity are measured. The results using the correlation technique revealed the positive relationship of social media influence and economic constraints with the uptake and advocacy of the vegan diet. Using the regression technique in the study; it was revealed that the influence of social media influence (beta=0.303) and economic constraints (beta=0.258) predicted the uptake and advocacy of the vegan diet as the main outcomes in R²=0.400. Finally using the Sobel technique; it was revealed that the influence of the identity plays a partially mediating role for the influence of social media influence in the uptake of the diet.