Driving Factors Influencing UK Consumer Behaviour towards Plant-Based Replacements

Consumer insight report

CONTENTS
INTRODUCTION......................................................................................................................1
LITERATURE REVIEW...........................................................................................................1
Background.............................................................................................................................1
Definition of meat, vegan, dairy and vegetarian....................................................................1
Reasoned action theory...........................................................................................................2
PROBLEM IDENTIFICATION................................................................................................3
RESEARCH OBJECTIVES......................................................................................................3
Aims and objectives...............................................................................................................3
Research questions.................................................................................................................3
RESEARCH DESIGN...............................................................................................................4
Research paradigm.................................................................................................................4
Research approach..................................................................................................................4
Data collection & analysis technique.....................................................................................4
Sampling technique................................................................................................................5
Limitation of the research.......................................................................................................5
DATA ANALYSIS....................................................................................................................5
Thematic analysis...................................................................................................................5
DISCUSSION ON FINDINGS..................................................................................................6
REFERENCES...........................................................................................................................7
APPENDIX................................................................................................................................8

TABLE OF FIGURES
Figure 1: Model of Theory of reasoned action...........................................................................2

INTRODUCTION
In the recent past, areas such as plant based replacements over conventional animal
products has gained lot of attention. With the rise in the awareness about the healthy food
options and to remain ethical people are moving towards ethical consumer behaviour and
making purchase of vegan or plant based products. Pertaining to this, in the current research
study focus is being on evaluating the driving factors that influence UK consumer’s
behaviour in regards with plant based replacements to meat and dairy (Gaspar, 2016). In this
regards, in the present research work attention is done on one nation that is UK in which
number of vegan as well as vegetarians are growing extra-ordinarily. Many surveys have
showed that in UK most of the people are restricting their dairy as well as meat intake for
healthy purpose.
LITERATURE REVIEW
Background
In the recent time, the all across the world people are coming across with varied
global conflicts such as wars, pandemics, global warming, poverty and economic slowdown.
However, due to the COVID19, lockdowns and restrictions, people have realized the need of
healthy, vegan and environmental friendly concerns while they go out for shopping. Now,
human population is talking more about global warming and paying attention on burning of
fossil fuels. Earlier this issue was always overlooked. As per the report being presented by
United Nations in the year 2019, emission releasing from the cattle rearing was quite more in
comparison with the traffic emission. Many sources were also saying that due to farming of
animals there is around 18 to 35 percent of carbon dioxide emission. Additionally, farming of
cattle is not sustainable anymore due to the fact that around fifty percent of the crops being
planted are being utilized as feed for the animals (Food and Agriculture Organization of the
United Nations, 2016). Moreover, for making room for the plantation and grasses for the
livestock tropical forests are cutting down at tremendous pace. Thus, alternatives are being
required for stopping this descending spiral of devastation of the environment. In this regards,
one easy manner is cutting down of the consumption of animal products by a broad base of
consumer and offering them different meat alternatives or plant based milk by products.
Definition of meat, vegan, dairy and vegetarian
Today, there are many forms of meat as well as dairy substitutes are available such as
plant based processed products which are of same taste and texture of meat. They are also
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