The quality and choices of food contribute significantly to human well‐being and support the development of healthy communities worldwide. Despite being the world's largest vegetarian nation, India predominantly follows lacto‐vegetarianism, allowing dairy consumption and creating a distinct dietary landscape shaped by influences from religious, social, and cultural beliefs. This complexity, where dairy and cultural‐religious factors play pivotal roles, makes India a compelling and unique case for understanding the intricacies of adopting vegan dietary preferences. In the present study, an integrated model derived from the health belief model (HBM), the value attitude behavior (VAB) model, and social stigma was adopted as the theoretical framework. The study analyses the interactive effect of perceived benefits, barriers, environmental beliefs, health beliefs, and anti‐speciesism values, with the novel inclusion of social stigma as an independent variable affecting attitudes and intentions toward adopting a vegan diet. To achieve its objective, the study employed a quantitative methodology, recording consumers' responses through a structured questionnaire. The analysis encompassed 504 valid responses from Indian consumers from diverse backgrounds and varied locations. The result unveiled several noteworthy and unique trends. It was found that perceived benefits had a positive impact, while perceived barriers had a negative impact on the health beliefs associated with a vegan diet. Environmental beliefs, health beliefs, and anti‐speciesism values exhibited a positive influence on individuals' attitudes toward adopting a vegan diet. Conversely, social stigma had a negative impact on attitudes toward a vegan diet. Attitude emerged as a pivotal mediator, connecting the social stigma to the vegan diet adoption behavior. The findings of the study offer valuable insights for policymakers, manufacturers, and marketers seeking to encourage the adoption of vegan diets in countries with predominantly vegetarian populations. Additionally, the study puts forth actionable strategies, outlined as implications to promote the widespread adoption of the vegan diet.

中文翻译：

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影响采用可持续纯素饮食的因素

食品的质量和选择对人类福祉做出了重大贡献，并支持全球健康社区的发展。尽管是世界上最大的素食国家，印度主要遵循乳素食主义，允许乳制品消费，并在宗教、社会和文化信仰的影响下创造了独特的饮食格局。这种复杂性，其中乳制品和文化宗教因素发挥着关键作用，使印度成为了解纯素饮食偏好的复杂性的一个令人信服且独特的案例。本研究采用健康信念模型（HBM）、价值态度行为（VAB）模型和社会耻辱的综合模型作为理论框架。该研究分析了感知的好处、障碍、环境信念、健康信念和反物种歧视价值观的相互作用，并新颖地将社会耻辱作为影响纯素饮食态度和意图的独立变量。为了实现其目标，该研究采用定量方法，通过结构化调查问卷记录消费者的反应。该分析涵盖了来自不同背景和不同地点的印度消费者的 504 份有效回复。结果揭示了几个值得注意且独特的趋势。研究发现，感知到的好处会对纯素饮食相关的健康信念产生积极影响，而感知到的障碍则会产生负面影响。环境信念、健康信念和反物种歧视价值观对个人对纯素饮食的态度产生了积极影响。相反，社会耻辱对纯素饮食的态度产生负面影响。态度成为关键的中介因素，将社会耻辱与纯素饮食的采用行为联系起来。该研究的结果为政策制定者、制造商和营销人员提供了宝贵的见解，以鼓励在素食人口占主导地位的国家采用纯素饮食。此外，该研究还提出了可行的策略，概述了促进纯素饮食广泛采用的影响。