Do vegetarian marketing campaigns promote a vegan diet?

James, Waters (2015): Do vegetarian marketing campaigns promote a vegan diet?

Abstract

This paper examines whether vegetarian marketing campaigns promote a vegan diet. Our trivariate model of omnivorous, vegetarian, and vegan consumption is estimated using twenty years of UK data. For short-lived campaigns, we find no persistent effect, but observe a rise and fall in vegan numbers during adjustment. For long-running campaigns, we find that for every person who adopts a vegetarian diet in such a campaign, around 0.34 people adopt a vegan diet. In a campaign to market veganism, for every new vegan there are between 0.5 and 0.77 new vegetarians.

• Item Type: MPRA Paper
• Language: English
• Keywords: marketing; advertising; campaign; vegan; vegetarian
• Subjects: M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M31 - Marketing; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M37 - Advertising; Q - Agricultural and Natural Resource Economics ; Environmental and Ecological Economics > Q1 - Agriculture > Q13 - Agricultural Markets and Marketing ; Cooperatives ; Agribusiness

References

Animal Aid, 2015. March is Veggie Month. Accessed at http://www.veggiemonth.com/ on 13th September 2015.

Ball, M., 2015. Understanding the Numbers for Better Advocacy. Accessed at http://www.mattball.org/2015/08/understanding-numbers-for-better.html on 13th September 2015.

Bass, F.M., 1969. A New Product Growth Model for Consumer Durables. Marketing Science 15, 215-227.

Beardsworth, A., Bryman, A., 2004. Meat consumption and meat avoidance among young people: An 11 year longitudinal study. British Food Journal 106, 313-327.

Bennett, R., 1995. The value of farm animal welfare. Journal of Agricultural Economics 46, 46-60.

Case, J.H., 1979. Economics and the Competitive Process. New York University Press.

Chintagunta,, P.K., Vilcassim, N.J., 1992. An Empirical Investigation of Advertising Strategies in a Dynamic Duopoly. Management Science 38, 1230-1244.

Chintagunta, P.K., Jain, D.C., 1995. Empirical Analysis of a Dynamic Duopoly Model of Competition. Journal of Economics & Management Strategy 4, 109-131.

Counting Animals, 2015. Meat industry advertising. Accessed at http://countinganimals.com/meat-industry-advertising/ on 13th September 2015.

DeCoux, E.L., 2009. Speaking for the modern Prometheus: the significance of animal suffering to the abolition movement. Animal Law 16, 9-64.

Direct Action Everywhere, 2015. The Open Model. Accessed at http://directactioneverywhere.com/theliberationist/2013/11/15/openness on 13th September 2015.

Dunayer, J., 2004. Speciesism. Ryce Publishing.

Fastenberg, D., 2010. Weekday Vegetarians. Time Magazine online. Accessed at http://content.time.com/time/magazine/article/0,9171,2010180,00.html on 13th September 2015.

Fischer, B., McWilliams, J., 2015. When Vegans Won’t Compromise. New York Times Online. Accessed at http://opinionator.blogs.nytimes.com/2015/08/16/when-vegans-wont-compromise on 13th September 2015.

Francione, G.L., 1997. Animal rights theory and utilitarianism: relative normative guidance. Animal Law 3, 75-101.

Francione, G., 2015. Veganism, PETA, Farm Sanctuary, Peter Singer, “Personal Purity,” and Principles of Justice. Accessed at http://www.abolitionistapproach.com/veganism-peta-farm-sanctuary-peter-singer-personal-purity-principles-justice on 13th September 2015.

Frank, J., 2006. Process attributes of goods, ethical considerations and implications for animal products. Ecological Economics 58, 538-547.

Garner, R., 2006. Animal welfare: a political defense. Journal of Animal Law and Ethics 1, 161-174.

Gary-TV, 2015. Gary-TV. Accessed at http://www.gary-tv.com/en/ on 13th September 2015.

Givon, M., Mahajan, V., Muller, E., 1995. Software Piracy: Estimation of Lost Sales and the Impact on Software Diffusion. Journal of Marketing 59, 29-37.

Goldenberg, J., Libai, B., Muller, E., 2001. Talk of the Network: A Complex Systems Look at the Underlying Process of Word-of-Mouth. Marketing Letters 12, 211-223.

Libai, B., Muller, E., Peres, R., 2009. The Diffusion of Services. Journal of Marketing Research 46, 163-175.

Naik, P.A., Prasad, A., Sethi, S.P., 2008. Building Brand Awareness in Dynamic Oligopoly Markets. Management Science 54, 129-138.

Peta, 2015. Ideas for Vegetarian Living. Accessed at http://www.peta.org/living/food/making-transition-vegetarian/ideas-vegetarian-living/ on 13th September 2015.

Schmittlein, D.C., Mahajan, V., 1982. Maximum Likelihood Estimation for an Innovation Diffusion Model of New Product Acceptance. Marketing Science 1, 57-78.

Sorger, G., 1989. Competitive Dynamic Advertising: A Modification of the Case Game. Journal of Economic Dynamics and Control 13, 55-80.

Srinivasan, V., Mason, C.H., 1986. Nonlinear Least Squares Estimation of New Diffusion Models. Marketing Science 5, 169-178.

Vegetarian Society, 2015. National Vegetarian Week 2015. Accessed at http://www.nationalvegetarianweek.org/ on 13th September 2015.

Waters, J., 2015. Ethics and the choice of animal advocacy campaigns. Ecological Economics 119, 107-117.

Wrenn, C., 2012. Abolitionist animal rights: critical comparisons and challenges within the animal rights movement. Interface 4, 438-458.

Xie, J., Song, X, Sirbu, M., Wang, Q., 1997. Kalman Filter Estimation of New Product Diffusion Models. Journal of Marketing Research 34, 378-93.