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INTERNATIONAL JOURNAL OF ADVANCED RESEARCH IN COMMERCE, MANAGEMENT & SOCIAL SCIENCE (IJARCMSS) [ Vol. 9 | No. 1 (II) | January - March, 2026 ]

Understanding Vegan and Plant-Based Food Consumption and Marketing: A Systematic Literature Review

Kritika Chopra & Dhun

With growing global interest in vegan and plant-based food, there has been increasing academic research in this area from both consumption and marketing perspectives. This paper conducts a Systematic Literature Review (SLR) of 42 peer-reviewed studies on vegan and plant-based food consumption and marketing practices, following the PRISMA guidelines. For the analysis, TCCM framework is used to examine the dominant theories, research contexts, key constructs, and methodological approaches in the literature. The findings reveal that although research in this area is expanding rapidly, theoretical integration remains limited, with many studies depending on behavioural models like the Theory of Planned Behaviour and Theory of Reasoned Action. The literature mainly focuses on consumer motivations such as health, ethical, and environmental concerns, and studies are concentrated largely in Western contexts. The review identifies key research gaps and provides directions for future studies to strengthen theoretical, contextual, and methodological development in vegan and plant-based food research.

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