Analysis of Vegan Restaurant Diners’ Hierarchical Experience Structure by Examining a Vegan Food attribute–benefit–value–intention Linkage
Frank Badu‐Baiden, Seongseop Kim, Seo Won Ahn, Antony King Fung Wong, Jerome Agrusa
Abstract
This study examines the structural relationships between vegan restaurant attributes, perceived benefits, consumption value, and future intention using an attribute–benefit–value–intention (ABVI) linkage, as an extension of the Stimulus-Organism-Response (S-O-R) model. Data were sourced from 330 respondents who were members of two vegan associations in Hong Kong and had experienced vegan food at vegan restaurants. The study finds connections between food quality, healthy food, restaurant quality, and space for veganism as antecedents of social, health, epistemic, and emotional benefits by contributing to environmental protection. The results of this study have academic and practical implications for understanding vegans’ psychological and behavioral mechanisms using an ABVI linkage. This study is an initial empirical attempt to understand vegan food consumption experiences through the ABVI relationship.