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VEGETARIAN, VEGAN, AND PESCETARIAN CONSUMERS AND THEIR PARTICIPATION IN THE GREEN MOVEMENT

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Date Issued:
2014
Abstract/Description:
Entering into the 21st century, sustainable living has become a popular topic of concern for scientists and engineers, politicians, news reporters and individuals alike. Most importantly though, sustainable living has become popular to the modern consumer, and many firms are attempting to understand and cater their efforts to the ecologically conscious consumer. Previous studies have shown that the use of psychographics, as opposed to demographics, result in more significant results that can help firms identify ecologically conscious consumers. The purpose of this thesis is to examine the relationship between consumers who identify as pescetarian, vegetarian, or vegan, and their respective participation in the green movement in terms of their pro-environmental attitudes and their purchase behaviors. Consumers' reason for choosing an alternative diet, their relative commitment to the alternative diet, as well as their level of green participation based on the New Ecological Paradigm (NEP) scale and the Ecologically Conscious Consumer Behavior (ECCB) scale was measure and analyzed. Additionally, a conclusion and discussion of the study, potential marketing implications, and suggestions for future studies will be reviewed.
Title: VEGETARIAN, VEGAN, AND PESCETARIAN CONSUMERS AND THEIR PARTICIPATION IN THE GREEN MOVEMENT.
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Name(s): King, Cory, Author
Massiah, Carolyn, Committee Chair
University of Central Florida, Degree Grantor
Type of Resource: text
Date Issued: 2014
Publisher: University of Central Florida
Language(s): English
Abstract/Description: Entering into the 21st century, sustainable living has become a popular topic of concern for scientists and engineers, politicians, news reporters and individuals alike. Most importantly though, sustainable living has become popular to the modern consumer, and many firms are attempting to understand and cater their efforts to the ecologically conscious consumer. Previous studies have shown that the use of psychographics, as opposed to demographics, result in more significant results that can help firms identify ecologically conscious consumers. The purpose of this thesis is to examine the relationship between consumers who identify as pescetarian, vegetarian, or vegan, and their respective participation in the green movement in terms of their pro-environmental attitudes and their purchase behaviors. Consumers' reason for choosing an alternative diet, their relative commitment to the alternative diet, as well as their level of green participation based on the New Ecological Paradigm (NEP) scale and the Ecologically Conscious Consumer Behavior (ECCB) scale was measure and analyzed. Additionally, a conclusion and discussion of the study, potential marketing implications, and suggestions for future studies will be reviewed.
Identifier: CFH0004582 (IID), ucf:45195 (fedora)
Note(s): 2014-05-01
B.S.B.A.
Business Administration, Dept. of Marketing
Bachelors
This record was generated from author submitted information.
Subject(s): vegetarian
vegan
pescetarian
diet
green
sustainable
ecological
marketing
attitude
behavior
Persistent Link to This Record: http://purl.flvc.org/ucf/fd/CFH0004582
Restrictions on Access: public
Host Institution: UCF

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