A Study on The Effect of Environmental Sustainability and Environmental Awareness on Consumer Attitudes and Behavior toward Vegan Food

Objective: This study aimed to analyze the relationships of environmental sustainability and environmental awareness with attitudes toward vegan food and purchase intentions in order to increase vegan food purchases and the expand environmental sustainability. Methods: This study collected data from 254 respondents through an online survey agency and used SPSS25.0 for frequency, reliability, and exploratory factor analyses. This study also conducted a regression analysis to verify the research hypotheses. Results: Animal welfare and environmental protection of environmental sustainability affected environmental awareness. Environmental awareness had a significant impact on vegan food attitudes and vegan food purchase intentions. Vegan food attitudes also significantly affected vegan food purchase intentions. Implications: This study has academic significance for applying only the environmental(E) sustainability of ESG to vegan food, and for pointing out that environmental awareness increase awareness of vegan food and activation of vegan food purchase. These findings are expected to contribute to future food development for a sustainable environment.