The roles of celebrity endorsers' and consumers' vegan identity in marketing communication about veganism

• Published in: Journal of marketing communications Vol. 26; no. 8; pp. 813 - 835
• Main Authors: Phua, Joe, Jin, S. Venus, Kim, Jihoon (Jay)
• Format: Journal Article
• Language: English
• Published: London Routledge 16.11.2020; Taylor & Francis Ltd
• Subjects: altruistic versus egoistic motivation; Celebrities; celebrity endorsement; Consciousness; Eating behavior; eating habit; identification; message framing; Veganism; Vegetarianism

Celebrities endorsing veganism may exert social influence on consumers' attitude toward veganism and behavioral intention to become vegan. A between-subjects online experiment (N = 303) examined the effects of consumers' eating habits (meat eater versus non-meat eater) and celebrities'...