The second-curve model: a promising framework for ethical consumption? Veganism as a case study

Abstract

Innovation and diffusion theories have a long tradition in marketing and consumer behaviour literature (Black 1983; Petrosky 1991; Rogers 1976, 2003). However, thus far, little research has been conducted into understanding the diffusion (and adoption) process of ethical consumption under innovation theories (Carrigan, Moraes, and Leek 2011), even though ethical consumption has been recognised as an innovation trend (Ganglmair-Wooliscroft and Wooliscroft 2015; Lundahl 2014). The aim of this paper is to build on the literature on ethical consumption from the lens of the theories of innovation and, specifically, from diffusion theory. First, key concepts regarding these theories are given. Second, ethical veganism (hereafter, veganism) is used as a case study to show how the second-curve model offers an opportunity to reframe the understanding of ethical consumption and, subsequently, its analysis. Finally, some implications for researchers and practitioners are considered.