A Study On The Effectiveness Of Vegan Marketing In Influencing Lifestyle Choices Among Urban Consumers In Coimbatore

Abstract

The growing awareness of health, ethical consumption, and environmental sustainability has driven a shift toward vegan lifestyles among urban consumers. Despite this trend, empirical evidence on the effectiveness of vegan marketing in influencing lifestyle choices in Indian urban markets remains limited. This study aims to examine how vegan marketing strategies shape the awareness, perceptions, and lifestyle decisions of urban consumers in Coimbatore. A descriptive and analytical research design was adopted, with primary data collected from 299 respondents using a structured questionnaire, complemented by secondary sources including peer-reviewed literature and industry reports. The questionnaire assessed consumer awareness of vegan products, exposure to marketing strategies such as digital campaigns, social media promotions, influencer endorsements, and ethical branding, as well as resultant lifestyle adoption behaviours. Data analysis using regression techniques revealed that digital marketing and influencer engagement have the most significant impact on consumer perceptions and adoption of vegan lifestyles. Ethical branding, eco-labelling, and packaging further reinforce consumer choices, while price sensitivity and product availability act as moderating factors. More than half of the respondents reported integrating vegan products into their diets and purchasing habits, indicating a growing acceptance of plant-based lifestyles among health-conscious and environmentally aware urban consumers. The study highlights the practical implications for marketers and policymakers, emphasizing the need for targeted, ethically aligned marketing strategies that promote sustainable consumption. These insights can support the expansion of vegan markets in emerging urban centres and encourage environmentally responsible consumer behavior.