Do Influencers on Social Media Influence People to Adopt a Vegan Diet and How Does This Affect Consumer Decision Making?

Purpose Today, many individuals for various reasons are adopting a vegan diet. The evolution of social media and digital marketing has increased people’s awareness regarding veganism. Social media influencers have a large social presence on platforms and with this, consumers can access information with the click of a button. With the increased number of influencers who have adopted a vegan diet, and the portrayal of the lifestyle as desirable towards their audience, veganism is becoming not just a movement, but a lifestyle change for many individuals. It has been said that individuals are becoming more aware of the food they consume; they want to lead a healthier lifestyle and the connection this has to veganism is an epitome of a healthy lifestyle. The methodological approach which this dissertation aims to adhere to is a qualitative approach. Qualitative research will coincide with Corbin Strauss’ Grounded Theory Method. The findings from the obtained research suggest that social media is a big contributor in response to consumer decision making as a result of adopting a vegan diet. This also adheres to people who have chosen to reduce their meat consumption. The findings will comprise of the data collected and will be analysed to construct the theory and conclude the result. Originality There has been an endless amount of scientific and scholarly research regarding social media’s influence on consumer behaviour. However, the current gap in the literature is regarding veganism and how this will accord to social media and consumer decision making. The Theory of Planned behaviour has not yet been analysed in terms of a vegan diet. From this analysis it will acknowledge the gap in the behavioural intention and the behaviour achievement