The main findings of a detailed qualitative study of the motivations, beliefs and attitudes of practising vegetarians and vegans are reported. It is concluded that vegetarianism, while remaining very much a minority option, is increasing steadily in the UK population, although the rate of increase appears to vary by such factors as age, gender and socio‐economic category. Those who opt for a non‐meat‐eating dietary pattern may well represent the vanguard of a form of ethical consumerism to which food producers, processors and retailers will need to be increasingly responsive in the near future.
Beardsworth, A.D. and Keil, E.T. (1991), "Vegetarianism, Veganism, and Meat Avoidance: Recent Trends and Findings", British Food Journal, Vol. 93 No. 4, pp. 19-24. https://doi.org/10.1108/00070709110135231
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