Comportamento do consumidor vegano: fatores que impactam na decisão de compra e preferência pelo consumo sustentável

The growing concern of contemporary society in adopting a sustainable lifestyle has driven awareness about the environmental, ethical and health impacts that are linked to current consumption patterns. In this context, veganism stands out as a form of responsible consumption, avoiding products of animal origin to reduce animal suffering and damage to the environment. It is, then, a lifestyle that seeks to eliminate all forms of animal exploitation, respecting their rights. The demand for sustainable alternatives has led organizations to review their commercial strategies, reflecting what can be seen in Sustainable Development Goal (SDG) number 12, of the United Nations, which aims to promote responsible consumption and production patterns. This study focuses on the behavior of vegan consumers in Brazil, seeking to understand the influences that drive their preferences for sustainable products. Its relevance lies in the quest to understand the choices of vegan consumers to better face the challenges of sustainability, offering data for the development of public policies and marketing strategies. The aim is to enrich the academic and business sphere, highlighting the potential of the vegan market and the importance of aligning consumption with global sustainable development objectives. Adopting a quantitative and descriptive methodology, the research sample included 886 responding individuals in Brazil, analyzing various factors capable of influencing the decision to follow a vegan diet, such as concern for the environment, social identity and health benefits. The results point to a consensus among participants about the importance of adopting sustainable and ethical consumption behavior, with a focus on respecting animal rights. The research reveals that the choice for veganism among respondents is not motivated by social status, but by a genuine commitment to sustainability, reflecting significant optimism regarding the potential for responsible consumption practices. ; A crescente preocupação da sociedade ...