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An Examination of the Consumer Decision Making Process Amongst Adult Irish Consumers of Plant-Based Restaurant Dining

Alexandre Santos, Débora (2021) An Examination of the Consumer Decision Making Process Amongst Adult Irish Consumers of Plant-Based Restaurant Dining. Masters thesis, Dublin, National College of Ireland.

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Abstract

The number of individuals adopting a plant-based diet and recognizing themselves as vegans, vegetarians, or flexitarians is increasing continuously worldwide (Delloite, 2019; Vegan Society, 2019; Bord Bia, 2021), and it has reflected in a solid growth of the plant-based market (Research and Markets, 2019; Plant Based Food Association, 2018; Wunsch, 2020). The understanding of how this audience behaves and the motivations involved in their decision-making process regarding plant-based restaurant choice is fundamental for those who already own a plant-based restaurant or wants to become an entrepreneur in this market.

This dissertation pursues to investigate in depth the elements, aspects, and attributes that work as motivations that influence Irish vegans, vegetarians, and flexitarians’ plant-based restaurant choice through empirical qualitative research. A mono method was the chosen one for this study as it was more in line with the objectives of the research. Additionally, the data was collected based on semi-structured individual interviews of a small sample size of Irish vegans, vegetarians, and flexitarians, which permitted the use of an inductive method that supported the drawn analyses and discussion of the findings.

The gaps in the literature regarding restaurant choice focused on specific types of restaurants, such as plant-based, as well as the motivations of its target customers on their plant-based restaurant choice are tackled in this study.

The analyses of the findings showed that although Irish vegans usually present more concerns regarding the way the food is prepared, the decision-making process and the motivations involved in Irish vegans, vegetarians, and flexitarians’ plant-based restaurant choice do not differ from what is presented in the literature regarding restaurant choice in general.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Hospitality Industry
D History General and Old World > DA Great Britain > Ireland
Divisions: School of Business > Master of Science in Entrepreneurship
Depositing User: Clara Chan
Date Deposited: 07 Feb 2022 16:29
Last Modified: 07 Feb 2022 16:29
URI: https://norma.ncirl.ie/id/eprint/5396

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