Perceptions of Vegan Food among Organic Food Consumers Following Different Diets

This article identifies consumer segments for vegan food by analysing perceptions of among organic consumers following different diets: vegans, vegetarians, former flexitarians, and omnivores. The analysis is based on responses to a quantitative survey which 503 participants were recruited from customers at German grocery stores quota sampling according diet region. From the an open-ended question eliciting participants’ associations with food, finds that vegans vegetarians perceive foods primarily as being beneficial animal welfare, healthy, environmentally friendly, while those who ate meat containing no ingredients healthy. respondents’ varying assessments taste, diversity, environmental benefits found differ in relation various diets they followed, did their how long trend likely last. A cluster consumers’ attitudes revealed three groups: “vegan fans”, “enjoyment sceptics”, “originality-sceptics”. Scepticism about originality was all groups. These findings can help inform more effective targeting needs food.