| Summary: | 碩士 === 元智大學 === 管理研究所 === 98 === The purpose of the research is to understand the cognitive and impression of “Vegetarian diet” from non-vegetarian consumers’ point of view. By understanding the obstruction and avoidance of “Vegetarian diet”, it helps to develop the vegetarian industry shares from non vegetarian’s consumption approach. The research investigates the internal factors of the consumer not willing to purchase the vegetarian diet. This will be the reference for product development and the marketing strategy for the vegetarian industry in the future.
In this study, the depth interview and the questionnaire survey method are used. We collected effective 370 samples by using snowball sampling method and the convenience sampling method. The following results and recommendations are summarized as follows:
1. The different consumer segments cluster in the vegetarian diet is no significant difference in positive perception.
2. The different consumer segments cluster in meat have significantly different preferences.
3. The different consumer segments cluster in the vegetarian diet motivation, healthy control and prevalence factors are significant different.
4. The different consumer segments cluster in the vegetarian diet consumption, and the diet of the individual constraints, have significant differences.
5. The different consumer segments cluster in the sex, marital status, occupation and education level are significantly different.
6. The different diet custom have a significant differences in positive cognition.
7. Meat dependents were the factors of different preferences in the diet of meat.
8. The vegetarian diet is no significant difference in consumer motivation.
9. With different dietary habits in the vegetarian consumer obstruction, interpersonal influence and personal habits were significantly different.
10. Vegetarian positive consumer awareness and the vegetarian consumer obstruction show a high degree of correlation.
11. Meat consumption preferences and the vegetarian consumer obstruction show a high degree of correlation.
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