Customers’ behaviour during purchasing vegetarian products in global retail environment

Brno University of Technology, Faculty of Business and Management, Department of management, Kolejní 2906/4, 61200 Brno, Czech Republic

^* Corresponding author: milichovsky@fbm.vutbr.cz

Abstract

Purpose Behaviour in food purchasing is usually associated with personal identity. Vegetarian’s apologist has diverse attitude vis-à-vis animals and the environment, which affect global nature in the context of national agriculture production. According to comparison vegans with vegetarians, vegetarians are quite tolerant of other animal products except for meat products. Worldwide, vegans do not accept any animal products of animals. That approach should impact requirements on food offer and perception of potential customers. Methods There were employed questionnaire survey, where there were asked 1389 persons to participate in the primary research. From this amount we receive 395 questionnaires, what mean 28,44% returned forms. Findings According to respondents’ gender, there were participated in 212 women (53,67% of all participants) and 183 men (46,33% of all participants). For evaluation of gained data, there was applied Pearson’s chi-square test for independence of variables. The main objective of the paper is to find a connection between suggestions of vegetarianism and gender of target potential customers. From survey authors chose general opinions about vegetarianism, which represents feelings of participants: (1) is vegetarianism healthful; (2) does vegetarianism not include enough nutrients for humans, (3) is vegetarianism danger for child evolution, (4) is a human body adapted to meat consummation, (5) help vegetarians to reach higher age. All of these variables were put into evaluation of dependence with gender by Pearson’s chi-square test.