Let’s Be Vegan? Antecedents and Consequences of Involvement with Vegan Products: Vegan vs. Non-Vegan

Round 1

Reviewer 1 Report

Comments and Suggestions for Authors

Thank you for sharing your work with the journal, I have the following comments to improve the work:

-Good title, clear to the topic of the work.

-Great job with the introduction defining "vegan", showing references on its progress throughout the years, and providing the gaps needed to be addressed.

-You have many instances where you cite the same reference in 2 consecutive sentences. Please just mention the reference at the end if multiple sentences are made from it (e.g. Cherry 2015).

-Great figure summarizing the conceptual model in a simple manner. I see a great deal of areas considered, but I still wonder how does medical issues that lead to veganism fit in there.

-Has the collected data been verified from facebook? I suggest diversifying your source of data other than facebook. You have other social media platforms to incorporate responses from people who do not use facebook. 

-I also suggest looking at the male population or just changing the title to reflect that most of the results are based on female responses.

-Also please mention the duration this survey lasted for (which years were taken into consideration).

-Kindly add reference of 2023. The year is almost over with no mention of this timeframe in your presented discussion and work.

-The contributions and the limitations are clear and I do suggest adding in health factors in the variables for future research.

-I suggest placing more figures or bar charts to ease the understanding as the text is pretty dense.

 

Overall, its a well written work that is well referenced to be used as a guide. 

Author Response

Review Report (Reviewer 1)

We would like to thank the effort the Reviewer put into reading and suggesting areas for improving the paper. They were key in guiding us in our attempts to strengthen the contribution of the paper.

 Thank you for sharing your work with the journal, I have the following comments to improve the work:

-Good title, clear to the topic of the work.

 -Great job with the introduction defining "vegan", showing references on its progress throughout the years, and providing the gaps needed to be addressed.

Thank you.

-You have many instances where you cite the same reference in 2 consecutive sentences. Please just mention the reference at the end if multiple sentences are made from it (e.g. Cherry 2015).

Thank you very much for identifying this error. We proceed with its correction.

-Great figure summarizing the conceptual model in a simple manner. I see a great deal of areas considered, but I still wonder how does medical issues that lead to veganism fit in there.

We added more details about This topic. Please see page 8; paragraph 3:   ·         A well-planned vegan diet can contribute to overall health by providing nutrient-rich foods such as fruits, vegetables, and whole grains. Studies suggest that a vegan diet may reduce the risk of chronic diseases, including heart disease and diabetes (Dixon et al., 2023). Additionally, it can support weight management and improve factors like blood pressure and cholesterol levels.

-Has the collected data been verified from facebook? I suggest diversifying your source of data other than facebook. You have other social media platforms to incorporate responses from people who do not use facebook.

-I also suggest looking at the male population or just changing the title to reflect that most of the results are based on female responses.

To clarify these aspects, we added on page 10: ·         Facebook groups allow researchers to find specific communities of interest, such as vegan groups, rather than other social networks. Moreover, the age of Facebook participants seems more compatible with the nature of our investigation.   And: ·         Women may, on average, express more interest or engagement in topics related to dietary habits, health, and ethical considerations. This can lead to a higher likelihood of participation in surveys or questionnaires related to veganism, namely because of the pressures to seek external sources of self-esteem (Costa et al., 2019).

-Also please mention the duration this survey lasted for (which years were taken into consideration).

 

To clarify these aspects, we added on page 10: ·         Data collection lasted 2 months for vegans, from January to February 2019, and three recalls were made to obtain a good sample. Data from non-vegans was collected during 2020, first trimester.

-Kindly add reference of 2023. The year is almost over with no mention of this timeframe in your presented discussion and work.

Thank you very much for the suggestion. We updated our references. The changes are noted throughout the text.

-The contributions and the limitations are clear, and I do suggest adding in health factors in the variables for future research.

Thank you very much for the suggestion. We updated point 6.3. page 18: ·         As recommendations for future research, the model could be used with variables like health concerns, health awareness, gender, age, personality traits, sensitivity, and religion, which could be pertinent drivers of involvement with vegan products.

-I suggest placing more figures or bar charts to ease the understanding as the text is pretty dense.

We added table 6 and 7.

 

Overall, its a well written work that is well referenced to be used as a guide. 

Thank you very much for all your suggestions, which have certainly helped us improve our article.

 

Author Response File: Author Response.pdf

Reviewer 2 Report

Comments and Suggestions for Authors

The manuscript provides a comprehensive analysis of the motivations and behaviors of vegan and non-vegan consumers regarding vegan products. Here are some comments and suggestions:

Clarity and Structure: The paper is well-structured, but some sections could benefit from clearer subheadings to guide the reader through your arguments and findings more effectively.

Statistical Analysis: The statistical methods used, such as Harman’s single factor test and confirmatory factor analysis, are appropriate. However, it would be beneficial to include a more detailed explanation of these methods for readers who may not be familiar with them.

Comparative Analysis: The comparison between vegan and non-vegan consumers is insightful. It might be useful to delve deeper into the psychological factors that differentiate these groups, perhaps by incorporating theories from consumer behavior or psychology.

Literature Review: While the literature review is comprehensive, integrating more recent studies (post-2021) could provide a more updated context for your research.

Practical Implications: The practical implications for marketers are well outlined. Consider expanding this section to include recommendations for policymakers, especially in the context of promoting sustainable consumer behaviors.

Methodological Limitations: Addressing the limitations of your methodology more explicitly would strengthen the paper. For instance, discuss the potential biases in self-reported data and how they might affect the results.

Future Research: Suggest areas for future research, such as longitudinal studies to observe changes in consumer behavior over time or cross-cultural studies to examine how cultural differences impact vegan product consumption.

Comments on the Quality of English Language

The text is generally clear and understandable, but there are instances where minor grammatical and syntactical revisions could enhance clarity and readability.

Author Response

Review Report (Reviewer 2)

We would like to thank the effort the Reviewer put into reading and suggesting areas for improving the paper. They were key in guiding us in our attempts to strengthen the contribution of the paper.

The manuscript provides a comprehensive analysis of the motivations and behaviors of vegan and non-vegan consumers regarding vegan products. Here are some comments and suggestions:

Clarity and Structure: The paper is well-structured, but some sections could benefit from clearer subheadings to guide the reader through your arguments and findings more effectively.

To facilitate the reading of our article, as suggested, we have added some subtopics.

Statistical Analysis: The statistical methods used, such as Harman’s single factor test and confirmatory factor analysis, are appropriate. However, it would be beneficial to include a more detailed explanation of these methods for readers who may not be familiar with them.

We added more details about Harman's single-factor test and confirmatory factor analysis. Please see page 13 paragraph 1: ·         Confirmatory Factor Analysis (CFA) is a statistical technique used in structural equation modeling to test and confirm the hypothesized structure of relationships among observed variables and latent constructs. The primary goal of CFA is to assess the fit between the observed data and the researcher's a priori specified model (Podsakoff et al., 2003).   Please see page 14 paragraph 1 ·         Harman's single-factor test, also known as the "one-factor test," is a statistical approach within factor analysis, a method used in multivariate statistics to identify latent variables explaining correlations among a set of variables. In this test, researchers examine whether a single dominant factor can adequately explain the correlations among the variables (Podsakaff et al., 2003). The goal is to determine if a substantial portion of the observed variance in these variables can be attributed to a common factor. If a single factor can account for most of the variance, it suggests the presence of a unidimensional underlying construct influencing the observed variables (Podsakaff et al., 2003).

Comparative Analysis: The comparison between vegan and non-vegan consumers is insightful. It might be useful to delve deeper into the psychological factors that differentiate these groups, perhaps by incorporating theories from consumer behaviour or psychology.

Thank you very much for the suggestion. Please see page 4 paragraph 2 in the Vegan and non-vegans section.   ·         Vegans tend to demonstrate a high level of autonomy in their dietary choices, as adopting a vegan lifestyle often reflects a personal decision based on ethical, environmental, or health concerns. Autonomy is likely to be a motivating factor for vegans who feel empowered by making choices aligned with their values (Moslehpour, et al., 2023).  At the same time, Adopting and maintaining a vegan lifestyle requires knowledge and skills related to plant-based nutrition, cooking, and navigating social situations (Mortara, A.  (2013). The decision to adopt a vegan lifestyle may be influenced by a sense of relatedness to animals, the environment, and other individuals who share similar ethical or environ-mental concerns. Therefore, participating in vegan communities and social networks can enhance the sense of relatedness among vegans (Costa, et al., 2019). Finally, vegans tend to develop a sense of commitment to nature and the sensation of accomplishment for providing a contribution to the safety and well-being of animals and for preserving the environment and nature (Grauel, 2016), contributing to a better world.

Literature Review: While the literature review is comprehensive, integrating more recent studies (post-2021) could provide a more updated context for your research.

Thank you very much for the suggestion. We are updated our references. The changes are noted throughout the text.

Practical Implications: The practical implications for marketers are well outlined. Consider expanding this section to include recommendations for policymakers, especially in the context of promoting sustainable consumer behaviors.

Thank you very much for the suggestion. Please see page 18 paragraph 2:   ·         This inquiry holds significant implications for policymakers, marketers, and marketing directors, offering insights into reaching a broader consumer base and adapting businesses and marketing strategies, especially in the context of promoting sustainable consumer behaviors. The research reveals that the appeal of vegan products transcends the vegan demographic, with a non-vegan population expressing interest and actively purchasing such items. By examining the actions and reflections of both vegan and non-vegan consumers in choosing vegan products and understanding their emotional drivers, marketing strategies can be tailored to include a wider spectrum of ideological consumers. The study underscores that the consideration of respect for animals and nature extends beyond vegan consumers to include those adopting a more ethical approach to purchasing. The results provide valuable cues to brands and companies, guiding them in understanding customer behavior in the vegan market, with implications for both vegan and non-vegan consumers interested in sustainable products.

Methodological Limitations: Addressing the limitations of your methodology more explicitly would strengthen the paper. For instance, discuss the potential biases in self-reported data and how they might affect the results.

Considering this topic, we added a sentence in section 6.3. ·         At the same time, even though we may have mitigated the potential issues of the common method variance, self-reported data measured at a single point in time can introduce bias.

 

Future Research: Suggest areas for future research, such as longitudinal studies to observe changes in consumer behavior over time or cross-cultural studies to examine how cultural differences impact vegan product consumption.

Thank you for your suggestion. We have added these new ideas in section 6.3. Please see page 18, last paragraph: ·         Therefore, it is suggested to conduct longitudinal studies to observe changes in consumer behavior over time, or cross-cultural studies to examine how cultural differences affect the consumption of vegan products.

 

 

Comments on the Quality of English Language

The text is generally clear and understandable, but there are instances where minor grammatical and syntactical revisions could enhance clarity and readability.

We did a grammatical and syntactical revisions. Thank you very much for all your suggestions, which have certainly helped us improve our article.

 

 

 

 

 

 

Author Response File: Author Response.pdf

Round 2

Reviewer 1 Report

Comments and Suggestions for Authors

Thank you for working on editing the manuscript and answering my concerns, I appreciate it and I commend you for your work. 

I would still like to see some pie-chart/bar-graph or some sort of visual representation of the data collected and the results received. It will make it much easier for the readers to navigate through the text with their presence. 

Great work overall.

Author Response

Review Report (Reviewer 1) – round 2

Thank you for working on editing the manuscript and answering my concerns, I appreciate it and I commend you for your work. 

I would still like to see some pie-chart/bar-graph or some sort of visual representation of the data collected and the results received. It will make it much easier for the readers to navigate through the text with their presence. 

Great work overall.

 

Thank you very much for the suggestion. We updated added a pie chart on page 10 regarding the Samples.

 

 

Author Response File: Author Response.docx

Reviewer 2 Report

Comments and Suggestions for Authors

The authors positively improved the paper following my suggestions.

Author Response

Review Report (Reviewer 2) – round 2

The authors positively improved the paper following my suggestions.

We would like to thank the effort the Reviewer put into reading and suggesting areas for improving the paper. They were key in guiding us in our attempts to strengthen the contribution of the paper.

 

Author Response File: Author Response.docx