Exploring vegan influencer's purchasing behaviors; a qualitative research on Gen Z

In this study, the purchasing behaviors of Generation Z, who adopted veganism as a lifestyle in Türkiye, were examined. Vegan lifestyle has been diversified as animal rights, influencers and LOHAS (environment, sustainability, health) as subheadings by adhering to the literature. The aim of this study is to investigate the relationship between animal rights, influencers and LOHAS (environment, sustainability, health) with attitude, motivation, behavioral intention and purchase intention. In this research, case study (case study), one of the qualitative research methods, was used for the purpose of the research. The research covers people between the ages of 18 and 28 who have adopted a vegan lifestyle. Vegan and young consumers living in Türkiye were taken as a sample. In this study, which was conducted online and face-to-face, these people were reached from vegan groups on social media platforms and with the support of the vegan society. According to the results of the research, Generation Z has learned about Veganism thanks to vegan influencers. The relationship between attitude and beliefs to become a vegan and influencers developing in a positive way. The motivation to become vegan is linked to animal rights in a positive way. It has been revealed that sustainability has a negative relationship with the motivation to become vegan. The motivation of vegans to buy vegan or cruelty-free products hinders the motivation to buy sustainable products.