The value perceived and the sacrifice perceived by vegetarian food consumers

Abstract

RPCA | Rio de Janeiro | v. 12 | n. 1 | jan./mar. 2018 | 1-17 | 1 Abstract This study aimed to identify what are the items that make up the categories of value and sacrifice perceived by the consumer of vegetarian food. It ́s an exploratory research and fifteen vegetarians were interviewed through a structured interview script and the data were analyzed by means of content analysis. The results indicate the existence of functional (physical and mental well-being, as well as healthy food), social (perception that being a vegetarian is something positive), emotional (more peaceful feeling, with a clean conscience), conditional (ease of access and variety of vegetarian food) and monetary values for vegetarians. There are also sacrifices, in the same dimensions (functional, social, emotional, conditional and monetary) as nutrients deficiency, incomprehension of other people, perception of “boredom” of vegetarians, among others. This study improves the knowledge of the components of perceived value and perceived sacrifice by the vegetarian consumers, serving as a base for further researches.