臺灣博碩士論文加值系統

During the last decade, the humanity has been becoming more aware about the importance of balance diet and reasons such as improvement of health, religious convictions, environmental and animal protection are among the strong drivers for people to radically change their lifestyles. Some of the most popular diets being adopted are plant-based diets such as the vegetarian diet and the vegan diet. Buddhism has a great influence in Taiwanese culture; therefore, this study seeks to find out the perspective of consumers of the vegetarian and vegan market and restaurants in Taipei while identifying the main drivers in their personal diets. In this thesis, the author identifies the increase of flexitarians consumers, which is one of the first steps in adopting vegetarian and vegan diets. Health and animal welfare was found to be the main drivers of consumers to change their personal diet into vegetarian or vegan diets. It was also found that the role online media platforms play in the rise of vegetarianism and veganism is very important and influential. It was discovered that vegetarian and vegan restaurants should improve their promotions to be able to reach a wider market of customers using online media and strategies to make customers use word of mouth due to their loyalty. Furthermore, the study also found out that overall vegetarian and vegan restaurants or diets are mostly perceived as high cost and high quality by most of the consumers.

During the last decade, the humanity has been becoming more aware about the importance of balance diet and reasons such as improvement of health, religious convictions, environmental and animal protection are among the strong drivers for people to radically change their lifestyles. Some of the most popular diets being adopted are plant-based diets such as the vegetarian diet and the vegan diet. Buddhism has a great influence in Taiwanese culture; therefore, this study seeks to find out the perspective of consumers of the vegetarian and vegan market and restaurants in Taipei while identifying the main drivers in their personal diets. In this thesis, the author identifies the increase of flexitarians consumers, which is one of the first steps in adopting vegetarian and vegan diets. Health and animal welfare was found to be the main drivers of consumers to change their personal diet into vegetarian or vegan diets. It was also found that the role online media platforms play in the rise of vegetarianism and veganism is very important and influential. It was discovered that vegetarian and vegan restaurants should improve their promotions to be able to reach a wider market of customers using online media and strategies to make customers use word of mouth due to their loyalty. Furthermore, the study also found out that overall vegetarian and vegan restaurants or diets are mostly perceived as high cost and high quality by most of the consumers.

ABSTRACT i
ACKNOWLEDGEMENTS ii
TABLE OF CONTENTS iii
List of Tables v
List of Figures vi
Chapter 1 – Introduction 1
1.1 Research Background 1
1.2 Research Purpose 4
1.3 Research Structure 5
Chapter 2 – Literature Review 6
2.1 Factors Influencing Consumer Preferences 6
2.1.1 Animal Welfare 6
2.1.2 Environmental Protection 7
2.1.3 Health Concerns 9
2.1.4 Online Media and Platforms 10
2.1.5 Consumption Cost 11
2.2 Definitions of Consumers by Category 12
2.2.1 Meat consumers 12
2.2.2 Vegetarians 13
2.3 Vegetarian and Vegan State of the Market - Global 14
2.3.1 Vegetarian and Vegan Marketing 15
2.3.2 Vegetarianism and Veganism in Taiwan 16
2.4 Previous Researches 17
2.5 Consumer Perception Theory 18
Chapter 3 – Methodology 20
3.1 Research Instrument 20
3.1.1 Survey 20
3.2 Participants 21
3.2.1 Consumers 21
3.3 Data Collection Method 22
3.31 Questionnaire 22
Chapter 4 – Empirical Results 24
4.1 Research Demography 24
4.2 Main Drivers of Vegetarianism and Veganism 25
4.3 Perception of Consumption Cost 27
4.4 The Role of Online Media Platforms in Vegetarianism and Veganism 30
4.5 Perception of the Market Size for Vegetarian and Vegan Restaurants in Taipei 32
Chapter 5 - Conclusions 40
5.1 Findings and Discussion 40
5.2 Research Limitations 41
5.3 Suggestions 41
Reference 43
Appendix 51
Consumers Perception of Vegetarian and Vegan Restaurants in Taipei 51
Questionnaires - General Summary 58

Agnsäter, A.-B. (1974). A sample cook was a test kitchen. Vi.
Andersen, K., & Kuhn, K. (Directors). (2014). Cowspiracy: The Sustainability Secret [Motion Picture].
Barnard, N. D. (2010, September 9). Why Go Organic? Retrieved from Vegetarian times: https://www.vegetariantimes.com/health-and-nutrition/why-go-organic
Bittman, M. (2008, January 28). The staggering cost of rising world meat production. Retrieved from The New York Times: http://www.nytimes.com/2008/01/27/business/worldbusiness/27iht-meat.1.9525251.html?pagewanted=all
Bluejay, M. (2004, January 20). Humans are naturally plant-eaters according to the best evidence: our bodies. Retrieved from Michael Bluejay: https://michaelbluejay.com/veg/natural.html
Boyce, C., & Neale, P. (2006). Conducting In-depth Interviews: A Guide for Designing and Conducting In-depth Interviews for Evaluation Input. Massachusetts: Pathfinder International.
Cheung, H. (2015, October 21). Taipei Times. Retrieved from A vegantastic honor: http://www.taipeitimes.com/News/feat/archives/2015/10/21/2003630551
Colarossi, J. (2015, September 18). Climate Change And Overfishing Are Driving The World’s Oceans To The ‘Brink Of Collapse’. Retrieved from Think Progress: https://thinkprogress.org/climate-change-and-overfishing-are-driving-the-worlds-oceans-to-the-brink-of-collapse-2d095e127640/
Dixon, H. (2017, December 31). Veganuary becomes the latest New Year trend . Retrieved from The Telegraph: https://www.telegraph.co.uk/news/2017/12/31/veganuary-becomes-latest-new-year-trend/
Etemad, A., Sinha, R., Ward, M. H., Graubard, B. I., Inoue-Choi, M., Dawsey, S. M., & Abnet, C. C. (2017). Mortality from different causes associated with meat, heme iron, nitrates, and nitrites in the NIH-AARP Diet and Health Study: population based cohort study. The BMJ.
Finch, B. (2017, May 17). Go vegetarian: Countries you must visit if you don’t eat meat. Retrieved from Kiwi: https://www.kiwi.com/stories/go-vegetarian-countries-you-must-visit-dont-eat-meat/
Flynn, M. M., & Schiff, A. R. (2015). Economical Healthy Diets (2012): Including Lean Animal Protein Costs More Than Using Extra Virgin Olive Oil. Journal of Hunger & Environmental Nutrition, 467-482.
FoodandAgricultureOrganizationoftheUnitedNations. (2017). Food and Agriculture Organization of the United Nations. Retrieved from FAOSTAT - Data: http://www.fao.org/faostat/en/?#data/
Formichelli, L. (2009, March 1). Market Focus - Vegetarians: The Meatless Market. Retrieved from Target Marketing: https://www.targetmarketingmag.com/article/the-meatless-market-403185/4/
Fox, K. (2017, December 27). Heres Why You Should Turn Your Business Vegan In 2018. Retrieved from Forbes: https://www.forbes.com/sites/katrinafox/2017/12/27/heres-why-you-should-turn-your-business-vegan-in-2018/#2e8f44dd2144
Fox, K. (2018, January 23). Should Your Business Use The Word Vegan In Its Branding or Marketing? Retrieved from Forbers: https://www.forbes.com/sites/katrinafox/2018/01/23/should-your-business-use-the-word-vegan-in-its-branding-or-marketing/#45663ae57059
Fry, J., & Nef, R. (2010). Healthy Mondays: Two Literature Reviews. Johns Hopkins School of Public Health Center for a Livable Future. , 44.
Fulkerson, L. (Director). (2011). Forks Over Knives [Motion Picture].
Ginsberg, C. (2018). Vegetarian Business. Retrieved from The Vegetarian resource Group: https://www.vrg.org/nutshell/market.htm#market
GlobalData. (2017). Top Trends in Prepared Foods 2017: Exploring trends in meat, fish and seafood; pasta, noodles and rice; prepared meals; savory deli food; soup; and meat substitutes. Global Data.
Google. (2018). Google Trends. Retrieved from Google: https://trends.google.com/trends/explore?date=all&q=%2Fm%2F07_hy
Gratzer, W. (2005). Terrors of the table: the curious history of nutrition. Oxford: Oxford University Press.
HappyCow. (2017). Compassion for the Animals. Retrieved from Happy Cow: https://www.happycow.net/vegtopics/why-vegetarian
HarvardMedicalSchoolofHarvardUniversity. (2016, March 18). Becoming a vegetarian. Retrieved from Harvard Health Publishing: https://www.health.harvard.edu/staying-healthy/becoming-a-vegetarian
HarvardSchoolofPublicHealth. (2011, September). Healthy Eating Plate. Retrieved from Harvard Health Publishing: https://www.health.harvard.edu/staying-healthy/healthy-eating-plate
Harvey, F. (2017, November 7). Farmers must stop antibiotics use in animals due to human health risk, warns WHO. Retrieved from The Guardian: https://www.theguardian.com/environment/2017/nov/07/farmers-must-stop-antibiotics-use-in-animals-due-to-human-health-risk-warns-who
InsideRetailAsia. (2016, May 24). Chinese vegan market booming. Retrieved from Inside Retail Asia: https://insideretail.asia/2016/05/24/chinese-vegan-market-booming/
InternationalAgencyforResearchonCancer. (2015). International Agency for Research on Cancer Monographs evaluate consumption of red meat and processed meat. Lyon: World Health Organization.
JohnsHopkinsBloombergSchoolofPublicHealth. (2003, June 11). School Awarded Scholars Program Grant from Meatless Monday Campaign. Retrieved from Johns Hopkins Bloomberg School of Public Health: https://www.jhsph.edu/news/news-releases/2003/meatless-scholars.html
Jones, L. (2018, June 18). Veganism: Why is it on the up? Retrieved from BBC News: https://www.bbc.com/news/business-44488051?ns_source=facebook&ns_mchannel=social&ns_campaign=bbcnews&ocid=socialflow_facebook
Joshi, M. (2009, August 6). Taiwan to enact worlds strictest law on veggie food labeling. Retrieved from TopNews.in: https://www.topnews.in/taiwan-enact-worlds-strictest-law-veggie-food-labeling-2175647
Kenner, R. (Director). (2008). Food, Inc. [Motion Picture]. Retrieved from YouTube: https://www.youtube.com/watch?v=2Oq24hITFTY
Klimczak, N. (2016, November 13). Unearthing the Ancient Roots of Vegetarianism. Retrieved from Ancient Origins: http://www.ancient-origins.net/history/unearthing-ancient-roots-vegetarianism-007003
Larsen, L. J. (2012, October 29). Why Do People Become Vegetarians. Retrieved from LoveToKnow: https://vegetarian.lovetoknow.com/Why_Do_People_Become_Vegetarians
Lempert, P. (2015, June 15). Why Factory Farming Isnt What You Think. Retrieved from Forbes: https://www.forbes.com/sites/phillempert/2015/06/15/why-factory-farming-isnt-what-you-think/#1d4a1be06065
Marchant, C. (2013, May 29). Vegetarianism in Taiwan: Eating Out. Retrieved from Strangers in Taiwan: https://strangersintaiwan.wordpress.com/2013/05/29/vegetarianism-in-taiwan/
Marsh, S. (2016, May 27). The rise of vegan teenagers. Retrieved from The Guardian: https://www.theguardian.com/lifeandstyle/2016/may/27/the-rise-of-vegan-teenagers-more-people-are-into-it-because-of-instagram
McKie, R. (2012, September 23). Humans hunted for meat 2 million years ago. Retrieved from The Guardian: https://www.theguardian.com/science/2012/sep/23/human-hunting-evolution-2million-years
MeatFreeMondays. (2018). Supporters. Retrieved from Meat Free Mondays: https://www.meatfreemondays.com/supporter/
MeatlessMonday. (2018). The Global Movement. Retrieved from Meatless Monday: http://www.meatlessmonday.com/the-global-movement/
MerriamWebster. (1851). Factory Farm. Retrieved from Merriam Webster: https://www.merriam-webster.com/dictionary/factory%20farm
Michail, N. (2018, January 15). Avoid the ‘V’ word, and other tips to boost meat-free and dairy-free sales. Retrieved from Food Navigator: https://www.foodnavigator.com/Article/2018/01/15/Avoid-the-V-word-and-other-tips-to-boost-meat-free-and-dairy-free-sales
Miller, G. (2017, February 13). Becoming Vegetarian on the Cheap. Retrieved from 20 Something Finance: https://20somethingfinance.com/becoming-vegetarian-cheap/
Mintel. (2017). MEAT-FREE FOODS - UK - MAY 2017. London: Mintel Group Ltd.
MintelPressTeam. (2017, January 25). VEGAN FOOD LAUNCHES IN AUSTRALIA GREW BY 92% BETWEEN 2014 AND 2016. Retrieved from Mintel: http://www.mintel.com/press-centre/food-and-drink/vegan-food-launches-in-australia-grew-by-92-between-2014-and-2016
NationalOceanicandAtmosphereAdministration. (2013, June 21). Climate. Retrieved from National Oceanic and Atmosphere Administration: http://oceanexplorer.noaa.gov/facts/climate.html
NationalOceanicandAtmosphereAtministration. (2017, October 10). What is a dead zone? Retrieved from National Ocean Service: https://oceanservice.noaa.gov/facts/deadzone.html
Oertel, J. (2018, February 13). Why Taipei is Asia’s top destination for vegans. Retrieved from Taipei Times: http://www.taipeitimes.com/News/feat/archives/2018/02/13/2003687547
Olson, S. (2015, January 6). Meat-Eaters And Vegetarians Meet In The Middle: The Birth Of Reducetarianism. Retrieved from Medical Daily: https://www.medicaldaily.com/meat-eaters-and-vegetarians-meet-middle-birth-reducetarianism-316584
Pan, A., Sun, Q., Bernstein, A. M., Manson, J. E., Willett, W. C., & Hu, F. B. (2013, July 22). Changes in Red Meat Consumption and Subsequent Risk of Type 2 Diabetes Mellitus. Retrieved from The JAMA Network: https://jamanetwork.com/journals/jamainternalmedicine/fullarticle/1697785
PETA. (1980). About PETA. Retrieved from People for the Ethical Treatment of Animals: https://www.peta.org/about-peta/
PETA. (2011). Vegan options are more expensive than their nonvegetarian counterparts. Can I afford to go vegan? Retrieved from People for Ethical Treatment of Animal: https://www.peta.org/about-peta/faq/vegan-options-are-more-expensive-than-their-nonvegetarian-counterparts-can-i-afford-to-go-vegan/
PETA. (2015). Fight Climate Change by Going Vegan. Retrieved from People for the Ethical Treatment of Animals: https://www.peta.org/issues/animals-used-for-food/global-warming/
PETA. (2017). This New Netflix Movie Got a Four-Minute Standing Ovation at Cannes—and Will Make You Go Vegan. Retrieved from People for the Ethical Treatment of Animals: https://www.peta.org/living/entertainment/animal-rights-movies-watch-online/
Puskar-Pasewicz, M. (2010). Cultural Encyclopedia of Vegetarianism. Greenwood.
Quinn, S. (2016, May 18). Number of vegans in Britain rises by 360% in 10 years. The Daily Telegraph.
Rennar, R. (2016, July 29). THE TRUE COST OF INDUSTRIALIZED MEAT PRODUCTION – AND WHAT YOU CAN DO ABOUT IT. Retrieved from Organic Lifestyle Magazine: http://www.organiclifestylemagazine.com/the-true-cost-of-industrialized-meat-production
Ritchie, H., & Roser, M. (2017). Meat and Seafood Production & Consumption. Retrieved from Our World in Data: https://ourworldindata.org/meat-and-seafood-production-consumption/
Rose, G. (2017, October 2017). Five Reasons People Become Vegetarian. Retrieved from Livestrong: https://www.livestrong.com/article/505442-five-reasons-people-become-vegetarian/
Santis, A. D. (2016, December 27). Vegan Food is So (Not) Expensive. Retrieved from Plant Based News: https://www.plantbasednews.org/post/vegan-food-is-so-not-expensive
Springmanna, M., Godfraya, H. C., Raynera, M., & Scarborough, P. (2016). Analysis and valuation of the health and climate. Proceedings of the National Academy of Sciences of the United States of America, 4146-4151. Retrieved from http://www.pnas.org/content/113/15/4146.full.pdf
TaiwanVeganFrenzy. (2015, Decemeber 25). Taiwan Vegan Frenzy. Retrieved from Facebook: https://www.facebook.com/pg/taiwanveganfrenzy/about/?ref=page_internal
TheClimateRealityProject. (2016, June 21). GLOBAL WARMING’S EVIL TWIN: OCEAN ACIDIFICATION. Retrieved from The Climate Reality Project: https://www.climaterealityproject.org/blog/global-warming-ocean-acidification
TheEconomist. (2017, June 12). What percentage of the world is vegetarian? | The Economist. Retrieved from Youtube: https://www.youtube.com/watch?v=0FGqGpJrIs8
TheGuardian. (2013, January 10). How much water is needed to produce food and how much do we waste? Retrieved from The Guardian: https://www.theguardian.com/news/datablog/2013/jan/10/how-much-water-food-production-waste
TheHartmanGroup. (2015). SUSTAINABILITY 2015: TRANSPARENCY. Retrieved from The Hartman Group: http://hartbeat.hartman-group.com/acumenPdfs/animal-welfare-2015-06-11.pdf?utm_campaign=Sustainability+Practices%3a+Animal+Welfare+Infographic&utm_content=charles@vrg.org&utm_source=tailoredmail&utm_term=Click+to+view+full+infographic&tm_campaign=Animal+W
TheNationalAeronauticsandSpaceAdministration. (2017). Climate change: How do we know? Retrieved from NASA: https://climate.nasa.gov/evidence/
TheVeganSociety. (1944). About Us. Retrieved from The Vegan Society: https://www.vegansociety.com/about-us
TheVegetarianSociety. (1847). About Us. Retrieved from The Vegetarian Society: https://www.vegsoc.org/aboutus
Tuttle, W. (2014, February 14). Taiwan: Emerging Beacon of Veganism. Retrieved from One Green Planet: https://www.onegreenplanet.org/uncategorized/taiwan-emerging-beacon-of-veganism/
USDACenterforNutritionPolicyandPromotion. (2011). Choose My Plate. Retrieved from Choose My Plate: https://www.choosemyplate.gov/
USFoodandDrugAdministration. (1950). Steroid Hormone Implants Used for Growth in Food-Producing Animals. Retrieved from US Food and Drug Administration: https://www.fda.gov/AnimalVeterinary/SafetyHealth/ProductSafetyInformation/ucm055436.htm
Vaughan, A. (2009, June 15). Paul McCartney backs Meat Free Monday to cut carbon emissions. Retrieved from The Guardian: https://www.theguardian.com/environment/2009/jun/15/paul-mccartney-meat-free-monday
VegetarianSociety. (1847). What is a vegetarian? Retrieved from Vegetarian Society: https://www.vegsoc.org/definition
Wallace, T. (2016, September 12). Oceans Are Absorbing Almost. Retrieved from The New York Times: https://www.nytimes.com/interactive/2016/09/12/science/earth/ocean-warming-climate-change.html
Whiteman, H. (2017, January 25). Red meat: Good or bad for health? Retrieved from Medical News Today: https://www.medicalnewstoday.com/articles/315449.php
Wicks, A. (2017, November 3). Paul McCartney Advocates for “Meat Free Monday” in New Short Film: Watch. Retrieved from Pitchfork: https://pitchfork.com/news/paul-mccartney-advocates-for-meat-free-monday-in-new-short-film-watch/
Wilson, D. (2015). Maintaining a Healthy Weight. People for the Ethical Treatment of Animals.
Worland, J. (2016, March 21). How a Vegetarian Diet Could Help Save the Planet. Retrieved from Time: http://time.com/4266874/vegetarian-diet-climate-change/
WorldAtlas. (2017, May 1). Countries With The Highest Rates Of Vegetarianism. Retrieved from World Atlas: http://www.worldatlas.com/articles/countries-with-the-highest-rates-of-vegetarianism.html
Yacoubou, J. (2018, February 16). VEGETARIAN CERTIFICATIONS ON FOOD LABELS. Retrieved from The Vegetarian Resource Group: https://www.vrg.org/journal/vj2006issue3/2006_issue3_labels.php
Zink, K. D., & Lieberman, D. E. (2016). Impact of meat and Lower Palaeolithic food processing techniques on chewing in humans. Nature International Journal of Science.