The Vegan Revolution: Opportunities and Differences Across Countries

Belén Derqui, Hana Gendel Guterman, Mahsa Ghaffari, Padmali Rodrigo

פרסום מחקרי: פרק בספר / בדוח / בכנספרסום בספר כנסביקורת עמיתים

3 ציטוטים ‏(Scopus)

תקציר

Adopting a vegan diet can be beneficial in addressing public, health, and environmental concerns associated with increasing levels of meat consumption. However, veganism remains an underdeveloped area of investigation. The majority of studies on dietary lifestyles have focused on vegetarianism and there are only a limited number on consumer adoption of vegan diets and cultural differences in this regard. To close this gap, the study investigates consumers’ cognitive structures for adopting a vegan diet through exploring the hierarchical linkages between vegan product attributes, consequences of vegan product consumption and consumer values in two countries. The data were gathered via semi-structured laddering interviews with vegan consumers in Spain and Israel. These interviews were complemented with projective and enabling techniques to facilitate the elicitation of initial product attributes. The findings of the study reveal that the cognitive structures behind vegan consumption are comprised of abstract (e.g., eco-friendliness) and tangible product attributes (e.g., freshness), functional (feeling healthy) and psychological consequences (feeling guilt-free), as well as terminal (achievement) and instrumental values (self-direction). The study discusses implications for marketing and policymaking.

שפה מקוריתאנגלית
כותר פרסום המארחAdvances in National Brand and Private Label Marketing - Seventh International Conference, 2020
עורכיםFrancisco J. Martinez-Lopez, Juan Carlos Gázquez-Abad, Els Breugelmans
מוציא לאורSpringer Science and Business Media B.V.
עמודים90-96
מספר עמודים7
מסת"ב (מודפס)9783030477639
מזהי עצם דיגיטלי (DOIs)
סטטוס פרסוםפורסם - 2020
אירוע7th International Conference on Research on National Brand and Private Label Marketing, NB and PL 2020 - Barcelona, ספרד
משך הזמן: 17 יוני 202020 יוני 2020

סדרות פרסומים

שםSpringer Proceedings in Business and Economics
ISSN (מודפס)2198-7246
ISSN (אלקטרוני)2198-7254

כנס

כנס7th International Conference on Research on National Brand and Private Label Marketing, NB and PL 2020
מדינה/אזורספרד
עירBarcelona
תקופה17/06/2020/06/20

טביעת אצבע

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