THE TRANSFORMATION OF TRADITIONAL BUDDHIST VEGETARIANISM INTO A MODERN LIFESTYLE TREND: EXPLORING THE INTENTION TO ADOPT A PERIODIC VEGETARIAN DIET
DOI:
https://doi.org/10.18623/rvd.v22.n6.3884Abstract
The study aims to forecast the Intention to adopt a Periodic Vegetarian Diet (PVD), a form of vegetarianism based on Buddhist philosophy, in line with the current growing trend of sustainable eating. Quantitative study with a survey of 378 Vietnamese consumers and the Partial Least Squares Structural Equation Modeling (PLS-SEM) analysis to assess the role of religious values (RG), physical health benefits (PH), and psychological health benefits (PSH) in forming attitudes towards PVD (AT), thereby impacting the intention to apply PVD (IN). The results showed that RG, PH, and PSH had a direct positive impact on both AT and IN. In addition, AT plays a key intermediary role in promoting IN. The study contributes to the theory by incorporating religious values and health benefit aspects in forecasting intention to adopt PVD. At the same time, the results have implications for managers in designing strategies to promote plant-based sustainable eating behaviors.
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