Perceptions of Vegan Food among Organic Food Consumers Following Different Diets
Open accessAbstract
This article identifies consumer segments for vegan food by analysing perceptions of vegan food among food organic consumers following different diets: vegans, vegetarians, former vegetarians, flexitarians, and omnivores. The analysis is based on responses to a quantitative consumer survey for which 503 participants were recruited from customers at German grocery stores by quota sampling according to diet and region. From the responses to an open-ended question eliciting the participants’ associations with vegan food, the analysis finds that vegans and vegetarians perceive vegan foods primarily as being beneficial for animal welfare, healthy, and environmentally friendly, while those who ate meat perceive vegan food primarily as containing no animal ingredients and as being healthy. The respondents’ varying assessments of the taste, diversity, and environmental benefits of vegan food were found to differ in relation to the various diets they followed, as did their assessments of how long the vegan trend is likely to last. A cluster analysis based on the consumers’ perceptions and attitudes revealed three consumer groups: “vegan fans”, “enjoyment sceptics”, and “originality-sceptics”. Scepticism about the originality of vegan food was found in all diet groups. These findings can help inform more effective targeting of consumer needs for vegan organic food.
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The values of veganism play an important role in the transformation of tourism toward sustainability, with social media platforms often employed to promote vegan food choices available to tourists at a destination.
“The values of veganism play an important role in this transformation of tourism toward sustainability (Kilian & Hamm, 2021;Niederle & Schubert, 2020) with social media platforms, such as Instagram, being often employed to promote vegan food choices available to tourists at a destination (Başol & Alvarez, 2024;Le Busque et al., 2022).”
From Ethical Veganism as the Future of Tourist Consumption (2026) · cites this paper as Kilian & Hamm, 2021
The Introduction describes vegan diets as particularly sustainable and says promoting vegan food can support a shift toward more sustainable diets. It does not address tourism or establish that veganism’s values play an important role in transforming tourism. The social-media clause is attached to other citations, not Kilian and Hamm. (LLM, conf=0.85)
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Gosso, E., Zambotto, V., Spinelli, M., Lamberti, C., Cirrincione, S., Amoresano, A., Falavigna, G., Gariglio, M., Pieroni, A., Cavallarin, L., et al. (2026) · Scientific Reports · doi:10.1038/s41598-026-70552-z
- Authors
- Kilian, D., & Hamm, U.
- Affiliations
- University of Kassel (DE)
- Corresponding author
- Kilian, David
- Venue
- Sustainability
- Publisher
- MDPI AG
- Published
- 2021-08-31
- Volume
- 13
- Issue
- 17
- Pages
- 9794
- ISSN
- 2071-1050 (ISSN-L)
- OpenAlex
- W3197276320
- Cited by
- 19
- References
- 92
- Citations by year
- 2026: 2 · 2025: 6 · 2024: 5 · 2023: 2 · 2022: 4
- FWCI
- 1.65
- Type
- journal article
- Language
- en
- Open access
- gold
- doi.org
- Licence
- Locations
- Sustainability (publishedVersion, cc-by)
- RePEc: Research Papers in Economics (submittedVersion)
- DOAJ (DOAJ: Directory of Open Access Journals) (submittedVersion, cc-by-sa)
- Kobra (Universitätsbibliothek Kassel) (cc-by)
- Funders
- Bundesanstalt für Landwirtschaft und Ernährung (2815OE124)
- Topics
- Life Sciences › Agricultural and Biological Sciences › Plant Science › Organic Food and Agriculture
- Physical Sciences › Environmental Science › Ecology › Agriculture Sustainability and Environmental Impact
- Health Sciences › Medicine › Public Health, Environmental and Occupational Health › Consumer Attitudes and Food Labeling
- Keywords
- vegan food, organic food consumers, consumer perception, customer segmentation, vegetarian diet, flexitarianism, omnivores, animal welfare, environmental benefits, consumer skepticism, market targeting
About these checks
Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
Statistics and arithmetic are recomputed, not judged.
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