Date
2021-08-31Subject
300 Social sciences VeganerVegetarierVegane KostZielgruppeBiologisches LebensmittelVerbraucherverhaltenMetadata
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Perceptions of Vegan Food among Organic Food Consumers Following Different Diets
Abstract
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.
Citation
In: Sustainability Volume 13 / Issue 17 (2021-08-31) eissn:2071-1050Sponsorship
Gefördert durch den Publikationsfonds der Universität KasselCitation
@article{doi:10.17170/kobra-202112215304,
author={Kilian, David and Hamm, Ulrich},
title={Perceptions of Vegan Food among Organic Food Consumers Following Different Diets},
journal={Sustainability},
year={2021}
}
0500 Oax 0501 Text $btxt$2rdacontent 0502 Computermedien $bc$2rdacarrier 1100 2021$n2021 1500 1/eng 2050 ##0##http://hdl.handle.net/123456789/13474 3000 Kilian, David 3010 Hamm, Ulrich 4000 Perceptions of Vegan Food among Organic Food Consumers Following Different Diets / Kilian, David 4030 4060 Online-Ressource 4085 ##0##=u http://nbn-resolving.de/http://hdl.handle.net/123456789/13474=x R 4204 \$dAufsatz 4170 5550 {{Veganer}} 5550 {{Vegetarier}} 5550 {{Vegane Kost}} 5550 {{Zielgruppe}} 5550 {{Biologisches Lebensmittel}} 5550 {{Verbraucherverhalten}} 7136 ##0##http://hdl.handle.net/123456789/13474
2021-12-23T15:53:38Z 2021-12-23T15:53:38Z 2021-08-31 doi:10.17170/kobra-202112215304 http://hdl.handle.net/123456789/13474 Gefördert durch den Publikationsfonds der Universität Kassel eng Namensnennung 4.0 International http://creativecommons.org/licenses/by/4.0/ vegan vegetarian plant-based consumer segments organic food consumer attitudes motives 300 Perceptions of Vegan Food among Organic Food Consumers Following Different Diets Aufsatz 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. open access Kilian, David Hamm, Ulrich doi:10.3390/su13179794 Veganer Vegetarier Vegane Kost Zielgruppe Biologisches Lebensmittel Verbraucherverhalten publishedVersion eissn:2071-1050 Issue 17 Sustainability Volume 13 false 9794
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