Impact Of Digital Marketing on the Awareness and Adoption of Veganism among Consumers in Gujarat

Abstract

The shift toward plant-based living is accelerating globally, driven by health consciousness, environmental concerns, and ethical awareness. In India, Gujarat is traditionally known for its high vegetarian population, yet dairy products remain deeply integrated into daily dietary habits. Digital marketing channels, including social media platforms, influencer campaigns, and educational video content, are playing a central role in reshaping consumer choices and introducing plant-based vegan alternatives. The primary objectives of this study are twofold: first, to evaluate the impact of digital marketing channels on creating awareness about veganism among consumers in Gujarat; and second, to examine the direct influence of digital marketing strategies on the actual adoption and purchase intent of vegan products among consumers in the region. A quantitative empirical research design was adopted using a simple random sampling technique. Primary data was gathered from 150 respondents across major urban centers in Gujarat, including Ahmedabad, Surat, Vadodara, and Rajkot, through a structured online and offline questionnaire. Statistical tools such as Descriptive Statistics, Chi-Square Test of Independence, and Multiple Linear Regression Analysis were utilized to test hypotheses and analyze consumer responses. The empirical findings reveal that exposure to digital marketing content significantly increases consumer awareness regarding veganism and dairy-free alternatives. Furthermore, social media advertising and influencer content exert a strong positive influence on purchase intention and adoption behavior. The study concludes that digital marketing is a vital driver of dietary transition in Gujarat, bridging the gap between traditional vegetarianism and modern plant-based vegan living.