Perceptions of Vegan Food among Organic Food Consumers Following Different Diets
Autor: | Kilian, David, Hamm, Ulrich |
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Jazyk: | angličtina |
Rok vydání: | 2021 |
Předmět: |
vegan
organic food Environmental effects of industries and plants vegetarian Biologisches Lebensmittel digestive oral and skin physiology TJ807-830 Verbraucherverhalten TD194-195 Zielgruppe Renewable energy sources Environmental sciences Vegane Kost motives Vegetarier consumer attitudes Veganer plant-based GE1-350 consumer segments |
Zdroj: | Sustainability, Vol 13, Iss 9794, p 9794 (2021) Sustainability Volume 13 Issue 17 |
DOI: | 10.17170/kobra-202112215304 |
Popis: | This article identifies consumer segments for vegan food by analysing perceptions of vegan food among food organic consumers following different diets: vegans, vegetarians, former vegetarians, flexitarians, and omnivores. The analysis is based on responses to a quantitative consumer survey for which 503 participants were recruited from customers at German grocery stores by quota sampling according to diet and region. From the responses to an open-ended question eliciting the participants’ associations with vegan food, the analysis finds that vegans and vegetarians perceive vegan foods primarily as being beneficial for animal welfare, healthy, and environmentally friendly, while those who ate meat perceive vegan food primarily as containing no animal ingredients and as being healthy. The respondents’ varying assessments of the taste, diversity, and environmental benefits of vegan food were found to differ in relation to the various diets they followed, as did their assessments of how long the vegan trend is likely to last. A cluster analysis based on the consumers’ perceptions and attitudes revealed three consumer groups: “vegan fans”, “enjoyment sceptics”, and “originality-sceptics”. Scepticism about the originality of vegan food was found in all diet groups. These findings can help inform more effective targeting of consumer needs for vegan organic food. |
Databáze: | OpenAIRE |
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