Vegans and Vaccines: A Tale of Competing Identity Goals

Many vegans feel torn between their personal beliefs about animal exploitation and their desire to protect themselves and loved ones from COVID-19, as well as to act as responsible members of society. The dilemma between being true to vegan values and protection gets even more critical as accessing...

Full description

Saved in:
Bibliographic Details
Published in:NIM Marketing Intelligence Review 2022-05, Vol.14 (1), p.31-35
Main Author: Beverland, Michael B.
Format: Article
Language:English
Subjects:
Animals
Authenticity
Conspiracy
Consumer behavior
Consumers
Consumption
Coronaviruses
COVID-19
COVID-19 vaccines
Crabs
Endangered
Ethics
Goal Conflict
Humans
Identity
Identity Consumption
Medical research
Self-Authentication
Vaccination
Vaccines
Veganism
Vegetarianism
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:Many vegans feel torn between their personal beliefs about animal exploitation and their desire to protect themselves and loved ones from COVID-19, as well as to act as responsible members of society. The dilemma between being true to vegan values and protection gets even more critical as accessing many of the services that make life worth living may require a vaccine certificate. To be at ease with themselves, consumers with competing identity goals use several strategies. They create their own echo chambers to justify their decision for themselves or they compensate for inconsistent behavior. Organizations can apply certain strategies to help consumers overcome such conflicts and act in desired ways, like taking vaccinations. These strategies include building partnerships with other organizations and further segmenting relevant groups to identify and concentrate on more open sub-groups and convince them with specific and targeted information and materials.
ISSN:2628-166X
2627-4957
2628-166X
DOI:10.2478/nimmir-2022-0005