• The Research Journal of the Costume Culture
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• v.32 no.3
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• pp.381-397
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• 2024

This study investigates the negative perceptions (veganphobia) held by consumers toward vegan diets and fashion and aims to foster a genuine acceptance of ethical veganism in consumption. The textual data web-crawled Korean online posts, including news articles, blogs, forums, and tweets, containing keywords such as "contradiction," "dilemma," "conflict," "issues," "vegan food" and "vegan fashion" from 2013 to 2021. Data analysis was conducted through text mining, network analysis, and clustering analysis using Python and NodeXL programs. The analysis revealed distinct negative perceptions regarding vegan food. Key issues included the perception of hypocrisy among vegetarians, associations with specific political leanings, conflicts between environmental and animal rights, and contradictions between views on companion animals and livestock. Regarding the vegan fashion industry, the eco-friendliness of material selection and design processes were seen as the pivotal factors shaping negative attitudes. Furthermore, the study identified a shared negative perception regarding vegan food and vegan fashion. This negativity was characterized by confusion and conflicts between animal and environmental rights, biased perceptions linked to specific political affiliations, perceived self-righteousness among vegetarians, and general discomfort toward them. These factors collectively contributed to a broader negative perception of vegan consumption. In conclusion, this study is significant in understanding the complex perceptions and attitudes that con- sumers hold toward vegan food and fashion. The insights gained from this research can aid in the design of more effective campaign strategies aimed at promoting vegan consumerism, ultimately contributing to a more widespread acceptance of ethical veganism in society.

• Journal of the Korean Society of Food Culture
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• v.36 no.4
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• pp.373-381
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• 2021

The number of vegans has increased rapidly due to religious and ethical beliefs, environmental concerns, health, etc. Also, as interest in healthy and safe food increases, the demand for organic products or nutrition-enhanced products is increasing. Therefore, this study aimed to investigate the selection attributes and purchasing behavior for protein-fortified and vegan snacks. It is anticipated that the results would find use as basic data for developing protein-fortified snacks for vegans that can meet consumer needs and derive marketing strategies. A survey was conducted on 140 consumers. According to the analysis of their purchase behavior, the number of people who had purchased high-protein snacks and vegan snacks was higher than those who did not have prior experience. The reasons for the purchase of protein fortified snacks included 'meal replacement' at 'offline-convenient store/supermarket'. Vegan snacks were purchased for 'ethical beliefs, health, environment' at 'offline-vegan restaurant, bakery'. Both snacks showed above-normal preferences. However, it is necessary to improve taste and flavor when developing these products as these were the factors that negatively impacted the preferences. The attributes were factorized into the 'showing off factor', 'sensory factor', 'credence factor', and 'functional factor' and the 'sensory factor' was considered the most important.

• Korean Journal of Community Nutrition
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• v.27 no.5
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• pp.373-386
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• 2022

Objectives: This study examined the perception of the vegan trend of millennials and their future needs. Methods: This study was conducted online from June 21, 2021, to July 15, 2021, targeting 425 adult men and women born between 1980 and 2000. The contents of the survey were divided into four categories: general information, awareness of vegetables, awareness of vegan trends, and future needs for vegan trends. Results: Most respondents recognized the importance of eating vegetables and perceived vegetarianism and veganism as a lifestyle. Regarding the perception of the vegan trend, the highest response rate was 'The vegan trend is to be satisfied with my life regardless of other people', while the lowest response rate was 'The vegan trend is only a temporary fad'. The reasons for purchasing vegan products with high response rates were 'interest in the earth and environment', 'protection of animal rights', and 'thinking about health'. The type of vegan product wanted in the future was delicious food, and convenience level was in the order of 'completely cooked', 'half-cooked', and 'pre-processed'. Among the sustainable vegetarian types that millennials responded, 'semi-vegetarian', which can consume most animal products excluding red meat, showed the highest response rate. Conclusions: The positive perceptions about vegetables are expected to increase. Efforts should be made to develop convenient meals using vegetables and provide reasonable prices to expand vegetable intake.

• Textile Coloration and Finishing
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• v.34 no.4
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• pp.302-311
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• 2022

Increase of population, lack of land, and decrease in fertility of soil have caused the limitation of food production across the globe. This leads to developing alternative foods, at the same time, vegan society have been got bigger. They argue for animal's right to life and happiness, dissent from breeding and improving livestock, and proscribe eating meat. Emerging problem concerns their health as many turn to vegan society. Only intaking vegetable protein can cause health problems, leading to the development of novel food replacing meat. The most promising candidate is non-slaughtered cultured meat which can be produced in a laboratory. The cultured meat enables it to keep its texture, nutrient, and taste while also addressing the problems of breeding stock and slaughter. We have discussed the cultured meat industry from the perspective of a vegan society, and the prospects were considered from various aspects of awareness and preference.

• Journal of Service Research and Studies
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• v.13 no.3
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• pp.127-146
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• 2023

Recently, digital advertising has shifted towards delivering messages through short ads of less than 15 seconds, and on social media, ads need to convey the message within 5 seconds before consumers skip them. Although the length of advertisements has decreased, advancements in artificial intelligence algorithms and big data analysis have made it possible to deliver personalized messages that cater to consumers' interests. In this changing landscape, the importance of delivering tailored messages through short and efficient ads is increasing. In this study, we examined the effects of message framing as part of effective message delivery. Specifically, we examined the differences in the effects of two framings, "health" and "environment," for vegan products. The growing consumer interest in health and the environment has elevated the interest in vegan products, and the vegan market is expanding rapidly. Consumers purchase vegan products not only for personal health benefits but also due to their ethical responsibility towards the environment, which can be considered ethical consumption. Previous research has not shown the differences in the effects between health and environment message framings, and the research has been limited to vegan food products. This study investigates the differences in the effects of health and environment message framings using a dish soap product category. By identifying which advertising messages, either health or environment, are more effective in promoting vegan products, this study provides insights for companies to enhance their message framing strategies effectively.

• Korean Journal of Food Science and Technology
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• v.54 no.3
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• pp.320-326
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• 2022

This study aimed to investigate the quality characteristics of vegan lentil (Lens culinaris) cookies prepared with different types (butter, rice bran oil, canola oil, and coconut oil) and content (10, 20, and 30 g) of fat and oil. The hardness and pH declined with increased fat and oil content. Spreadability, moisture content and antioxidant activity increased with the fat and oil content. The density declined only when rice bran oil was added. Lightness and yellowness decreased with higher concentrations of vegetable oil. Redness increased as more coconut oil and canola oil were added. Rice bran oil cookies had the highest pH, spreadability, moisture content and antioxidant activity. Butter cookies had the highest lightness value, whereas coconut oil cookies had the highest hardness value. In conclusion, rice bran oil could be a quality substitute for butter when developing vegan cookie products.

• Korean Journal of Food Science and Technology
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• v.53 no.5
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• pp.585-592
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• 2021

This study compared the quality characteristics of commercial Cheddar cheese of dairy types (DT) and vegan types (VT) using electronic sensory evaluation (nose and tongue) and texture profile analysis (TPA). The electronic nose detected acetaldehyde, 2-methylbutanal, and n-butanol in all samples, whereas 2,3-pentanedione and pentan-2-one were detected in DT1, VT1, and VT3. The electronic tongue detected various intensities of six tastes in the two types, regardless of the raw material. Principal component analysis by electronic sensory evaluation revealed the differences between the pattern for VT. The TPA results showed that the textures of DT and VT were not classified according to the raw material. However, the protein content affecting texture was <0.6% for VT compared with that for DT. These results are expected to be useful for establishing quality indicators in developing vegan cheese products with characteristics similar to those of dairy cheese.

• Journal of the Korean Society of Food Culture
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• v.37 no.2
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• pp.99-108
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• 2022

This study identifies the perceptions and choice attributes toward plant-based foods and identifies the differences between vegetarians and omnivores. We conducted an online survey of 245 vegetarians and 246 omnivores. The results reveal a significant difference between vegetarians and omnivores. Compared to omnivores, vegetarians perceived that plant-based food products would be 'good taste', 'animal-friendly', and 'consistent with their personal value'. Omnivore scores were higher in the perception that it would be 'good for health' and 'environment-friendly'. No statistically significant difference was obtained between both diet groups when considering the factor of nutrition. When considering choice as an attribute for plant-based food products, vegetarians responded that 'ingredients' were the most important, while omnivores responded that 'taste' was the most important. These results can be used as basic data for developing and promoting plant-based food products in South Korea.

• Journal of the Korean Society of Food Culture
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• v.37 no.6
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• pp.467-476
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• 2022

This article defines the characteristics of Korean vegetarianism by tracing the changes in the core motives revealed in the historical development of the vegetarian movement that started in the West. We further explore and compare the limitations of the vegetarian movement conceived in the West with the essential values, 'How can Korean vegetarian culture gain the upper hand?'. Our results indicate that the sequential changes of the motives inherent to the flow of the modern vegetarian movement were <religious-philosophy>, <political-society>, and <healthy-nutrition>. This settled the transition from 'vegetarianism as an ideological form' to 'vegetarianism as a lifestyle', making it a more becoming way of life. However, along with the spread of 'vegetarian lifestyle as a form of life', commercial vegetarianism, which overshadows the essential value of vegetarianism, continued to flourish due to the modern capitalist industrial system. To curb commercialization, the necessity arose to establish a new vegetarian diet with a propensity towards an 'ecological-environmental point of view'. Thus, in order to establish the term and concept of a vegetarian diet for Korean vegetarian characteristics, we propose the formation of a vegetarian term and concept suitable for the Korean vegetarian culture.

• Journal of the Korean Society of Food Culture
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• v.39 no.1
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• pp.30-37
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• 2024

Consumption market research was conducted on gradually increasing vegetarians using various selection attributes. Factors were extracted to identify vegetarian selection attributes and to divide the study cohort into groups, continuous variables (health, animal welfare, eco-friendliness, religion, familiarity, convenience, stability, and cost) and categorical variables (age, marital status, vegetarian duration, and vegetarian frequency) were simultaneously subjected to two-step cluster analysis. Cluster 1 contained high proportions of 20-29 and 30-39 year-olds, which are MZ-generation age groups. A high proportion had a vegetarian duration of 1-3 years, and the popular reasons for vegetarian selection were animal welfare and eco-friendliness. Cluster 2 contained high proportions of 50-59 and 40-49 year-olds, and many in this cluster were married, and mean vegetarian duration was ≥15 years. In addition, significant differences were observed between Clusters 1 and 2 in terms of religion, health, familiarity, cost, stability, and convenience. This study should contribute significantly to predicting vegetarian consumers' selection decisions and consumption behaviors and provide reliable marketing data for foodservice companies that develop vegetarian foods.