Perception of vegan food: The case of a cookie

Abstract This study examined attitudes toward vegan diets and the impact of marketing on omnivores' perception of vegan food. An online survey among adults recruited through social networks assessed attitudes toward vegan diets, followed by experiment testing marketing strategies. Results indicate that while omnivores recognize the benefits of a vegan diet, they find it unsatisfying and impractical. In the experimental phase, participants rated a cookie labeled as vegan equally acceptable to a control cookie and were willing to pay more, though their purchase likelihood was lower. The marketing strategy highlighting motivation for vegan production had no effect on their ratings.