The 9th podNECE episode discusses a study that presents a cross-cultural comparative analysis examining the impact of consumption values on the intention to purchase vegan food in India and Portugal. Utilizing the Theory of Consumption Values (TCV), the researchers analyze how factors like functional, emotional, social, epistemic, conditional, and ecological values predict purchasing decisions in these two culturally distinct markets. The study employs a dual analytical approach, combining Partial Least Squares Structural Equation Modeling (PLS-SEM) with Necessary Condition Analysis (NCA), which is used to test the assumption of TCV’s additive logic by identifying which values are essential minimum requirements for purchase intention. Key findings reveal that while ecological value is a necessary condition in both countries, Indian consumers are primarily driven by price and conditional values, whereas Portuguese consumers rely more on quality and epistemic (curiosity) values. Overall, the research extends the TCV by incorporating ecological value and challenges its universal applicability by showing that value necessity patterns are culturally dependent.

podNECE is a podcast by NECE - Research Centre for Business Sciences, University of Beira Interior, Portugal.