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Article
Publication date: 18 August 2020

Darshana Darmalinggam and Maniam Kaliannan

The purpose of this study is to explore the internalized dimension of motivation under the Unified Model of Vegetarian Identity (UMVI) model, namely, personal and prosocial…

1217

Abstract

Purpose

The purpose of this study is to explore the internalized dimension of motivation under the Unified Model of Vegetarian Identity (UMVI) model, namely, personal and prosocial motivators, for vegetarianism that spurs economic growth in the Malaysian vegetarian market potential.

Design/methodology/approach

Semi-structured online questionnaire was adopted as the primary methodology from which a total of 163 respondents were obtained.

Findings

Both, personal and prosocial motivators do positively relate to the economic growth of the Malaysian vegetarian market potential. However, prosocial motivators has a greater impact with a beta coefficient of 0.374 compared to 0.273 for personal motivators.

Research limitations/implications

Probable inaccurate representation of the entire vegetarian population in Malaysia. Time and resources available.

Practical implications

Practically, the Malaysian vegetarian society and Malaysian government bodies benefit from the study in ensuing promotion of environmental awareness in line with a vegetarian diet.

Originality/value

Lack of literature resources on vegetarianism in Malaysia led to the study contributing to an expansion of literature on the matter. This pioneer study benchmarks global literatures on motivators of vegetarianism and their impact on economy against the scarce literatures available in the Malaysian context. It contributes to the Malaysian economy and potential vegetarian restaurant start-ups wishing to enter the Malaysian vegetarian market. Theoretically, the theory of planned behaviour, utilitarian function and the UMVI were jointly utilised in explaining the motivators capturing Malaysian vegetarians' intention towards demand for vegetarian food.

Details

International Journal of Social Economics, vol. 47 no. 9
Type: Research Article
ISSN: 0306-8293

Keywords

Article
Publication date: 1 April 1991

A.D. Beardsworth and E.T. Keil

The main findings of a detailed qualitative study of themotivations, beliefs and attitudes of practising vegetarians and vegansare reported. It is concluded that vegetarianism

8767

Abstract

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.

Details

British Food Journal, vol. 93 no. 4
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 1 May 1999

Alan Beardsworth and Alan Bryman

This article is based on a six‐year survey of first year undergraduates and their meat consumption. The main focus is vegetarianism and the declining consumption of red meat over…

5471

Abstract

This article is based on a six‐year survey of first year undergraduates and their meat consumption. The main focus is vegetarianism and the declining consumption of red meat over the past two decades. The levels of meat consumption and avoidance were analysed by gender, father’s occupation, voting intention and the reasons given for reduction/avoidance. The results found that the majority of vegetarians were women, although they were also the majority of the sample. Age, political inclination and social class appear to have had little bearing on meat consumption. There is also the suggestion that vegetarianism has reached a plateau. A wide range of further studies is suggested.

Details

British Food Journal, vol. 101 no. 4
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 2 February 2015

Shih-Jui Tung, Jenner C. Tsay and Meng-Chu Lin

The purpose of this paper is to establish an understanding of choices of organic food in relation to life course by taking into account of age and two indicators of diet-related…

1238

Abstract

Purpose

The purpose of this paper is to establish an understanding of choices of organic food in relation to life course by taking into account of age and two indicators of diet-related identity, vegetarianism and healthful attribute preference for agricultural produce. The stated variables tend to reveal how consumer attitudes and consumption of organic produces relate to life course factors across diet-related identities and age groups.

Design/methodology/approach

This study takes adult consumers of Taichung City in Central Taiwan as the target population. A survey data by personal interviews collected through systematic sampling of four supermarkets and one farmer’s market was employed to obtain a sample of 322 adult consumers in February, 2010.

Findings

This study finds that the level of individual vegetarianism is significantly correlated with organic food attitude. Individuals who live with young children and possess healthful preference for agricultural produce demonstrate more positive attitudes toward organic food. In addition, being in poor health or taking care of acutely or chronically ill family members, living with a spouse, in favor of vegetarianism, and approval of healthful attributes in choosing agricultural produce all contribute to an individual’s intake of organic food. Along with age, living with young children is found to have joint effects in influencing an individual’s choice of organic food.

Research limitations/implications

Since the stages of life is interwoven with various factors such as age, marriage, child-raising and other life events and spans a long period of time, the authors suggest that a longitudinal study may be carried out in future studies to reveal more detailed and valid information. The formation of life course indicators should be more specified to include all possible stages or conditions. Mixture of qualitative analysis with quantitative analysis, will be a better approach to obtain more detailed and meaningful information. Future studies should apply more complicated designs to obtain further theoretical implications.

Practical implications

First, taking the family rather than individuals as the marketing unit is a more effective strategy for organic food marketers, producers and policy makers. Second, more educational activities or training events in food preparation that simultaneously target both parents and children at the same time should be held. Third, extension agencies of organic agriculture and organizations affiliated with vegetarianism should seek to establish more bilateral educational or commercial cooperation in order to strengthen the development of organic agriculture.

Originality/value

Previous studies have rarely explored the issue of organic food choice and life course and its possible moderating effects with diet-related identity. In this survey of Taiwanese consumers, there are sufficient evidences to confirm the connection between life course factors and the consumption of organic produces, either by the figures of main effects or interaction effects.

Details

British Food Journal, vol. 117 no. 2
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 1 June 1993

Rob Silverstone

Presents the history and rationale behind vegetarianism. Considersthe nutritional profile of vegetarian diets before analysing theconsumer response to vegetarian cuisine and…

Abstract

Presents the history and rationale behind vegetarianism. Considers the nutritional profile of vegetarian diets before analysing the consumer response to vegetarian cuisine and retail products.

Details

Nutrition & Food Science, vol. 93 no. 6
Type: Research Article
ISSN: 0034-6659

Keywords

Article
Publication date: 1 April 2004

Alan Beardsworth and Alan Bryman

This paper reports the findings of an 11‐year longitudinal study of the food preferences of first‐year social science undergraduates at a UK university. Argues that this…

4113

Abstract

This paper reports the findings of an 11‐year longitudinal study of the food preferences of first‐year social science undergraduates at a UK university. Argues that this predominantly young and female response group constitutes a “critical case” that can be used to assess broader trends in meat consumption and meat avoidance. Relatively high levels of meat avoidance (in terms of reduced consumption or vegetarianism) were detected, although in recent years the trend appears to be away from avoidance and towards an increase in the reported inclination to eat meat. An attempt is made to interpret the findings of the study within the broader context of long‐term shifts in attitudes towards meat consumption in general, and towards beef consumption in particular.

Details

British Food Journal, vol. 106 no. 4
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 1 February 2004

Andrew Smart

Assesses how the mainstream availability and acceptability of vegetarian food has impacted on the organised vegetarian movement in the UK. Presents data collected during an…

2812

Abstract

Assesses how the mainstream availability and acceptability of vegetarian food has impacted on the organised vegetarian movement in the UK. Presents data collected during an ethnographic case study to show the dilemmas facing the leading UK vegetarian organisation during the mid‐1990s. In order to understand these dilemmas distinguishes between vegetarian food and the ideology of vegetarianism, using existing evidence about variability in diets, motives and organisational politics. When reflecting on the implications of the case study suggests that mainstream acceptance is a double‐edged sword that facilitates the adoption of the diet but threatens the moral foundations of the ideology.

Details

British Food Journal, vol. 106 no. 2
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 29 November 2022

Gahyun Kim, Jieun Oh and Mi Sook Cho

Vegetarian diets are increasingly common worldwide. Vegetarianism is no longer just related to food, but rather it evokes a deeper meaning, such as environmental sustainability…

Abstract

Purpose

Vegetarian diets are increasingly common worldwide. Vegetarianism is no longer just related to food, but rather it evokes a deeper meaning, such as environmental sustainability and animal welfare. In Western cultures, many studies have examined how vegetarians' motivations relate to animal welfare, health and environmentalism. However, there is little research in this area in Asia, especially in South Korea, despite a growing number of vegetarians. This study identifies the hierarchical value maps (HVMs) of vegetarians to clarify why people choose to become vegetarians and investigates the negative aspects of these dietary types.

Design/methodology/approach

The authors conducted in-depth, one-to-one laddering interviews with 33 vegetarians in South Korea based on the means-end chain theory. The laddering technique is a qualitative approach to determining connections between attributes, consequences and values.

Findings

Vegetarians tend to value an ethical lifestyle, sustainable future, ecological circulation, responsibility for nature, respect for life, respect for the weak and quality of life. HVM differs slightly among groups by the type of vegetarianism (vegan vs non-vegan vegetarians) and sex (females vs males). The most dominant cognitive structures toward vegetarian diets were “meat-free,” “no factory farming,” and “plant-based” (attributes); “health,” “environment-friendly” and “animal-friendly” (consequences); and “quality of life,” “ethical life,” and “sustainable future” (values).

Originality/value

This study offers insights into the motivations of Korean vegetarians, and they are not culturally different from those of Westerners as they relate to animals, the environment and health.

Details

British Food Journal, vol. 125 no. 6
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 30 September 2013

Manuel Rivera and Amir Shani

The current paper aims to explore the attitudes of decision makers in restaurants in Puerto Rico toward vegetarian food, and examine the restaurants' orientation toward…

5430

Abstract

Purpose

The current paper aims to explore the attitudes of decision makers in restaurants in Puerto Rico toward vegetarian food, and examine the restaurants' orientation toward vegetarianism and the challenges they face in catering to vegetarian patrons.

Design/methodology/approach

A survey instrument was developed to include 21 items representing the various attitudes and views toward vegetarian food; restaurant characteristics; and participant's demographic information. A total of 92 face-to-face structured interviews were conducted among various independent family restaurants located in the metropolitan area of San Juan, Puerto Rico.

Findings

The findings suggest that although the participants certainly recognize the value of vegetarian food for their restaurants, they are still unaware or uninformed about many issues related to vegetarianism and vegetarian customers. Moreover, the study also raises some worrying concerns as to the attentiveness of restaurants to the needs of vegetarians.

Originality/value

The study raised important practical implications for restaurants in San Juan and, potentially, for restaurants in other destinations that share the same challenges. Perhaps the most important implication that emerges is the need to educate the decision makers in restaurants (i.e. owners, managers and chefs) regarding critical issues related to vegetarians and vegetarian food.

Details

International Journal of Contemporary Hospitality Management, vol. 25 no. 7
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 9 March 2020

Stefan Mann and Raluca Necula

Per capita meat consumption in Switzerland has been rather consistent for decades, although the percentage of vegetarians has risen to 14 per cent according to a recent survey…

Abstract

Purpose

Per capita meat consumption in Switzerland has been rather consistent for decades, although the percentage of vegetarians has risen to 14 per cent according to a recent survey. This study tries to resolve this apparent contradiction

Design/methodology/approach

The study is based on household consumption data from Switzerland and focuses on the distribution of consumption rather than on average amounts, using descriptive statistics and a mixed-effects model which explains the coefficient of variation between single consumer consumption amounts.

Findings

Vegetarianism and veganism are not only overestimated through surveys but also associated with a segment of the population that is consuming increasing amounts of meat. This dual development leads to a stable per capita meat consumption.

Originality/value

Our results indicate that greater scientific attention should be paid to this segment of heavy meat eaters.

Details

British Food Journal, vol. 122 no. 4
Type: Research Article
ISSN: 0007-070X

Keywords

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