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Vegetarianism: Toward a greater understanding

✍ Scribed by Swinder Janda; Philip J. Trocchia


Publisher
John Wiley and Sons
Year
2001
Tongue
English
Weight
282 KB
Volume
18
Category
Article
ISSN
0742-6046

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✦ Synopsis


Abstract

Vegetarianism continues to gain prominence in contemporary society. This research uses a two‐phase approach to further the understanding of this phenomenon. In the first phase, a phenomenological perspective is utilized to provide a deeper understanding of the motivations, tensions, and coping mechanisms underlying vegetarianism. The second phase builds upon this understanding and broadens the scope of the research by introducing the concept of vegetarian orientation. Here, survey methodology is employed to investigate the manner in which a person's demographic, attitudinal, and personality characteristics influence his/her vegetarian‐oriented attitudes and behaviors. Findings and their marketing implications are discussed. Β© 2001 John Wiley & Sons, Inc.


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