Munich Personal RePEc Archive

Do vegetarian marketing campaigns promote a vegan diet?

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

[img]
Preview
PDF
MPRA_paper_66737.pdf

Download (195kB) | Preview

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.

UB_LMU-Logo
MPRA is a RePEc service hosted by
the Munich University Library in Germany.