ENDORSEMENT OF SUSTAINABLE VEGAN PRODUCTS BY INDIAN CELEBRITIES AND ITS IMPACT ON CONSUMER PERCEPTION

Abstract

There is a growing trend and awareness about veganism in India. Veganism is a lifestyle practice of abstaining from using or eating animals or their byproducts directly or indirectly in any possible manner. Sustainability is the practice of efficient consumption of resources in the present moment so that it will have the most negligible impact on the surrounding environment for present and future generations. The recent literature has formed a relationship between sustainability and vegan products. From endorsing to setting up vegan restaurants, celebrities all over Bollywood have contributed to bringing attention to the sustainable nature of vegan products. Therefore, the paper aims to study various sustainable vegan endorsements by Indian celebrities, examine the awareness level of sustainable vegan products among consumers, and study the impact of celebrities endorsing sustainable vegan products on consumer perception in Delhi-NCR.