Work

Perception of vegan food: The case of a cookie

Year: 2025

Type: article

Abstract: This study examined attitudes toward vegan diets and the impact of marketing on omnivores' perception of vegan food. An online survey among adults recruited through social networks assessed attitudes toward vegan diets, followed by experiment testing marketing strategies. Results indicate that while omnivores recognize the benefits of a vegan diet, they find it unsatisfying and impractical. In the experimental phase, participants rated a cookie labeled as vegan equally acceptable to a control cookie and were willing to pay more, though their purchase likelihood was lower. The marketing strategy highlighting motivation for vegan production had no effect on their ratings.

Source: Family and Consumer Sciences Research Journal

DOI: 10.1111/fcsr.70013

Authors: Gabrijela Mikulić, Mirjana Tonković

Institutions: University of Zagreb, Faculty of Humanities and Social Sciences in Zagreb

Language: English

Topic: Consumer Attitudes and Food Labeling

Subfield: Public Health, Environmental and Occupational Health

Field: Medicine

Domain: Health Sciences

Open Access status: hybrid

Estimated APC paid: $2,900

OpenAlex ID: W4409221309

FWCI:

Cites: 31

Cited by:

Related to: 10