Consumers’ motivations for adopting a vegan diet: A mixed‐methods approach

Ghaffari, Mahsa; Rodrigo, Padmali; Ekinci, Yüksel; Pino, Giovanni

doi:10.1111/ijcs.12752

Cited by 31 publications

(23 citation statements)

References 109 publications

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“…To meat abstainers, the most important food choice motives are motives related to sustainability and health aspects: animal welfare, healthiness, food safety, environmental welfare, and naturalness. Studies by Malek and Umberger ( 33 ) and North et al ( 36 ) confirm that animal welfare is the most important motive for meat abstainers, and more specific for vegans ( 61 ), but contrary to our results, Malek and Umberger ( 33 ) show that for all dietary groups, price, and taste are among the five most important motives. Kemper et al ( 58 ) found that taste is a main reason for meat consumption while price is an important motive for meat reduction.…”

Section: Discussioncontrasting

confidence: 99%

Comparing meat abstainers with avid meat eaters and committed meat reducers

Verain

Dagevos

2022

Front. Nutr.

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Shifting our eating patterns toward less animal-based and more plant-based diets is urgently needed to counter climate change, address public health issues, and protect animal welfare. Although most consumers agree that these are important topics, many consumers are not particularly willing to decrease the meat intensity of their diets. In supporting consumers to shift their diets, it is important to understand consumers’ attitudes, motivations, and preferences related to meat consumption and to take differences across consumers on these aspects into account. This study aims to in-depth research meat abstainers (vegetarians and vegans), and to explore how and to what extent they differ from avid meat eaters and committed meat reducers in terms of their (1) socio-demographic characteristics, (2) attitudes and norms, (3) food choice motives, and (4) food preferences and behavior. A survey has been conducted among a representative sample of Dutch adults. Comparisons show that meat abstainers (N = 198) differ from committed meat reducers (N = 171) and avid meat eaters (N = 344) on the four included categories of variables. In terms of demographics, we largely confirm the stereotype of vegans and vegetarians being highly educated females. In attitudes and norms, large differences exist with meat abstainers being least pro-meat and avid meat eaters being most pro-meat. Food choice motives confirm this, with meat abstainers valuing animal welfare and a good feeling higher than committed meat reducers and avid meat eaters. Finally, differences across the groups are most pronounced in terms of their food preferences and consumption, with a much higher appreciation of plant-based protein sources among meat abstainers, a high appreciation of non-meat animal-based proteins across committed meat reducers and a high appreciation of meat products among avid meat eaters. This shows that although differences across the groups are gradual and expected, in terms of reduction motivations and preferences of protein sources the three groups (frequent meat consumption-meat reduction-meat avoidance) are very distinct, which makes it unlikely to expect big shifts from one group to another in the short term.

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Section: Discussioncontrasting

confidence: 99%

Comparing meat abstainers with avid meat eaters and committed meat reducers

Verain

Dagevos

2022

Front. Nutr.

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“…Developing interventions to encourage lasting adoption of a vegan diet depends on understanding the psychological factors that determine why and for how long people attempt to switch to a vegan diet. Most research in this area has focused on reasons for switching; for example, many studies show that people typically choose to go vegan for health, environmental or ethical reasons (Ghaffari et al, 2021;Janssen et al, 2016;North et al, 2021; but see Cherry, 2015). However, an emphasis on motives for switching is problematic for two reasons.…”

Section: Introductionmentioning

confidence: 99%

Experiences of initiating and maintaining a vegan diet among young adults: A qualitative study

et al. 2023

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“…For our methodological design, we used a mixed methods approach (qualitative and quantitative) (Ghaffari et al, 2022;Leech & Onwuegbuzie, 2009) to gain a deeper understanding of the acceptance of low-salt bread in the context of worksite canteens. The reformulated bread was the "B4 bread."…”

Section: Methodological Designmentioning

confidence: 99%

Cultural factors and low‐salt consumption: A mixed methods approach

Debucquet,

Lombart,

Crucean

et al. 2023

Int J Consumer Studies

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Because bread consumption significantly contributes to salt intake and health risk, the acceptance of low‐salt reformulations has mainly been examined from an organoleptic perspective. However, the influence of cultural patterns has largely been neglected; working in the French context, our study aimed to fill this gap by considering the conflicts between health and cultural norms associated with bread, a totem food. We adopted a sequential and mixed (qualitative and quantitative) research approach based on interviews to grasp the cultural representations associated with bread and to sodium‐reduction strategy and based on a quantitative survey at worksite canteens that combined the overall sensory appreciation of a reformulated bread, along with a questionnaire on motivations and attitudes. We used structural equation modeling to explore the acceptance of this new bread, as well as segment analysis to highlight the potential heterogeneity among consumers. The results showed the influence of sensory appreciation and health motivations, which were found to be highly determined by the perceived benefits of a low‐salt diet. Unexpectedly, an attachment to the cultural values associated with traditional bread and seeking hedonism through salty food did not inhibit the consumption of reformulated bread. We discussed the scope of an approach embracing the normative pluralism around a totem food to better envision the future of low‐salt bread in collective food services. Practical implications can help restaurant managers promote sodium‐reduced meals while ensuring compliance with social normativity and cultural values.

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Consumers’ motivations for adopting a vegan diet: A mixed‐methods approach

Cited by 31 publications

References 109 publications

Comparing meat abstainers with avid meat eaters and committed meat reducers

Comparing meat abstainers with avid meat eaters and committed meat reducers

Experiences of initiating and maintaining a vegan diet among young adults: A qualitative study

Cultural factors and low‐salt consumption: A mixed methods approach

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