Benefits and Barriers in Switching to Vegan Lifestyle: A Study of Consumers in Ludhiana City of Punjab

Description

Page: 422-426

Anisha N., Babita Kumar, and Rakesh Rathore (School of Business Studies, Punjab Agricultural University, Ludhiana, Punjab)

The present study analyses the benefits and barriers of switching to a vegan lifestyle. To achieve its objectives, the study employed a descriptive research design to record consumers’ responses through a pre-structured and non-disguised questionnaire. A well-defined pre-structured questionnaire was used to understand the benefits and barriers of a vegan lifestyle. The questionnaire covered different aspects of the vegan lifestyle in terms of the benefits and barriers of veganism. The analysis encompassed 150 valid consumers’ responses from Ludhiana City with the help of judgement and snowball sampling techniques. It was found that a vegan lifestyle values animals and the environment (3.65) and a vegan lifestyle prevents the intake of unhealthy food (3.47). The unavailability of whole nutrients in vegan diets was reported as an important barrier. The findings of the study provide valuable insights into the adoption of a vegan lifestyle.