Project: Motivating vegan purchasing
Posted on June 2, 2016
The promotion of vegan replacements of meat products to both vegetarians and omnivores is of interest to animal advocacy organizations. Even though marketing departments of manufacturers have likely studied short-term motivators for their specific vegan products, less well-understood is the effect of long-term motivators such as those based on farm animal advocacy. Further, a successful motivator for a specific vegan product may or may not be the same as one that promotes a general attitudinal change toward seeking vegan replacements for meat products.
This project will study retail consumer data in multiple product categories, develop an understanding of the relationships between patterns of purchase of animal products and their alternatives and make quantitative estimates of the potential and the limits of the role of farm animal advocacy. We expect to complete the study in 2017.