Consumption of Vegetarian Products in China

Bc. Yabing Li

Diplomová práce

Abstract:

As people's income levels increase, the pursuit of a healthier lifestyle is becoming an ideal for more and more consumers. In recent years, vegetarian eating has been thriving around the world and has great potential for development. The development of the vegetarian catering industry reflects not only changes in consumers' eating habits but also changes in their lifestyles. It is particularly important for business management students to understand the psychological motivation behind consumers' choice to eat vegan, as this can help companies with brand positioning and the development of marketing communication strategies. The results of quantitative research on the motivations of vegetarians abroad and in China form the theoretical basis of the thesis . This thesis mainly collects information on Chinese consumers' vegetarian consumption behavior through questionnaires, summarizes Chinese consumers' motivation for vegetarianism, and proposes hypotheses for the study. Finally, based on this, research hypotheses are proposed, quantitative analysis is carried out, the hypotheses are tested and conclusions are drawn that vegetarian consumption behavior is influenced by environmental factors, health factors, economic factors and personal psychological factors, and vegetarians are in an old age, which provides references and suggestions for vegetarian companies to develop marketing and branding strategies.

Keywords

Vegetarian, Vegetarian Products, consumer behavior

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 26. 3. 2022

Obhajoba závěrečné práce

• Vedoucí: Ing. Lenka Rumánková, Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Magisterský studijní program:
Economics and Management