VEGAN label on products and its impact on consumer behavior

This bachelor’s thesis aims to understand the influence that the VEGAN label on product packaging has on consumer behaviour. The main objectives of this study were to find if consumers are familiar with the term veganism, what is their approach towards it, if they are purchasing labeled products, and how does the price ultimately impact their final decision. This dissertation is divided into two parts. The first part encloses the theoretical framework about veganism (labelling practices), and consumer behaviour, while the second part encompasses data from primary and secondary research. The outputs of MML-TGI and the designed questionnaire found that younger people are more likely to follow a vegan or vegetarian diet. Most survey respondents knew the term “veganism” regardless of age, gender, level of education, or current nutritional habits. Additionally, majority of respondents knew someone from their social environment who adheres to some type of plant-based diet. Study results also found that most customers do not prefer vegan labelled products over non-labelled ones. However, they are they are willing to pay more for them. It was also found that third-party labels on a product can have a bigger impact on consumers when they are engaging in impulsive shopping.