Sustainable Consumption Sentiments: Does Product Tangibility Drive India’s Eco-Friendly Purchase Behavior?

Purpose: This study examines the role of product tangibility features in shaping consumer purchase intention toward vegan food products in India. Given the growing popularity of vegan products, we explore how tangible attributes such as labels, certifications, and packaging influence Ecologically Conscious Consumer Behavior (ECCB) and vegan food acceptance. Motivation: As increasing environmental concerns push for sustainable food consumption, vegan products are gaining attention in the Indian market. However, skepticism regarding their authenticity and nutritional value remains a hurdle to adoption. To bridge this gap and enhance consumer trust, understanding how tangible product features influence purchase decisions can help. Methodology: A quantitative research approach was employed, surveying 250 consumers in India’s FMCG sector in NCR Delhi. Structural Equation Modelling (SEM) using Smart-PLS 4 was performed to assess the relationships among ECCB, product tangibility, purchase intention (VPI), and purchase behavior (VPB). Main Results: Findings indicate that ECCB significantly influences both product tangibility perception and vegan food purchase intention. However, tangibility itself does not directly impact purchase intention, suggesting that ethical and environmental motivations may be more significant. Furthermore, purchase intention strong predictor of actual vegan food purchase behavior. Practical Implications: Marketers should focus on encouraging consumer awareness through transparent labeling, third-party certifications, and sustainable packaging. Clear, authentic information and improved sensory appeal to address skepticism can foster greater consumer trust, gradually increasing vegan food adoption in India.