5. Introduction
Background - History
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Egyptians had it for purposes
The first Vegetarian Society in the UK
The International Vegetarian Union
India and Greece
Vegetarianism grew
6. Introduction
Definition
A common definition of a vegetarian is a person who
does not eat red meat, poultry, or fish.
Type I - occasionally eat red meat or poultry
Type II - avoid consuming meat and poultry
Type III - vegetarians also avoid fish
Type IV - also exclude eggs
Type V - exclude dairy products produced with
rennet
Type VI – vegans, only vegetable-derived food
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7. Introduction
Purpose
This study is to probe how the vegetarianism belief
system influences the commercial opportunity.
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8. Literature Review
Health-oriented and Ethically-oriented
Vegetarians
Previous research has shown that in general
vegetarians are more health conscious, leaner
and less likely to develop diabetes than non-
vegetarians.
(Sabate, Lindsted, Harris, & Sanchez, 1991)
(Snowdon & Phillips, 1985)
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9. Literature Review
Attitudes, Value, and Worldviews towards
Meat
The terms “vegansexuality” and “vegansexuals”
entered popular discourse following substantial
media interest in a New Zealand-based academic
study on ethical consumption that noted that some
vegans engaged in sexual relationships and
intimate partnerships only with other vegans.
(Potts, & Parry, 2010).
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10. Literature Review
Perceptions of Vegetarians and Omnivores
Researchers have found fewer–or at least, less
dramatic–differences between vegetarians and
omnivores.
(Dwyer, Mayer, Dowd, Kandel, & Mayer,
1974; Freeland-Graves, Greninger,
Graves, & Young, 1986; Hamilton, 1983;
Lester, 1979; West, 1972). 10
11. Literature Review
Vegetarianism and Gender
In a random sample of adults in the USA,
women were more likely than men to endorse
the beliefs that a vegetarian diet is less harmful
to the environment, helps prevent cruelty to
farm animals, and makes more food available
and helps reduce problems of hunger than a
diet that includes red meat.
(Kalof et al., 1999)
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12. Literature Review
Differences in Well-being
Dwyer, Kandel, Mayer, and Mayer (1974) found
that among a sample of young adult vegetarians
in the United States, 60% reported experiencing
„„a more positive state of mind‟‟ since adopting a
vegetarian diet.
(Dwyer, Kandal, Mayer, & Mayer, 1974)
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13. Literature Review
The Theory of Planned Behavior
The study by Conner and van Dyck (1993) on
the other hand, compared vegetarian and non-
vegetarian beliefs about eating a vegetarian diet
using the theoretical framework of the Theory of
Planned Behavior (TPB).
(Conner, & van Dyck, 1993)
(Ajzen, 1991).
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14. Literature Review
Statement of the Problem and Hypotheses
•Hypothesis 1
Each participant would show strongest intentions to
follow their own respective diets and that attitudes,
subjective norm and perceived control would influence.
• Hypothesis 2
Each participant would have more positive attitudes,
stronger social pressure (subjective norm), and greater
perceived control over their own belief, and weakest
attitudes, social pressure and perceived control.
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16. Method
Design and Setting
Time：90 minutes
Site：Northern Taiwan, held in a closed room
Period：One month and a half (Winter Break)
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17. Method
Data Collection
Preparing for the interview materials
Asking open-ended questions
Using recorder
Noting by researcher, assured by participants
The reliability in qualitative study is a crucial
issue; hence, the triangulation is necessary.
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