Perception of vegan food
The case of a cookie
Bibliographic Data
| ID | 6061680 |
|---|---|
| Authors | Gabrijela Mikulić (Department of Psychology, Faculty of Humanities and Social Sciences University of Zagreb Zagreb Croatia), Mirjana Tonković (0000-0002-9145-175X, Department of Psychology, Faculty of Humanities and Social Sciences University of Zagreb Zagreb Croatia, corresponding author) |
| Year | 2025 |
| Volume | 53 |
| Issue | 4 |
| Publication date | 2025-06-01 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Family and Consumer Sciences Research Journal (JOURNAL) |
| Journal identifiers | ISSN: 1077-727X • E-ISSN: 1552-3934 |
| Publisher | Wiley (PUBLISHER • GB) |
| DOI | 10.1111/fcsr.70013 |
| OpenAlex | W4409221309 |
| Language | EN |
| References cited | 29 |
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
Advertising · Biology · Business · Perception · Vegan Diet · Agriculture Sustainability and Environmental Impact · Consumer Attitudes and Food Labeling · Medicine · Organic Food and Agriculture · Psychology · Food Science
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| Highly cited | No |
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