Investigating Consumer Preferences in Choosing Vegetarian Restaurants Using Conjoint Analysis

Abstract

People who eat out in urban are more common than ever before. However, restaurant foods are often high in calories, and lack for enough vegetables. Moreover, they provide too many calories from animal fat and protein resulting in a high risk of cardiovascular and other chronic diseases. Furthermore, a diet high in animal products contributes to global warming. For these reasons, a vegetarian diet can be recommended. The main purposes of this study are the following: (1) Understanding and evaluating the customers’ preferences when selecting vegetarian restaurants. (2) In order to decrease the disease risks and the negative impact on the planet caused by a meat diet, researching ways to encourage consumers to choose vegetarian restaurants. The results of conjoint analysis indicated that when people choose vegetarian restaurants, they prefer ones that provide Chinese style cuisines, organic foods, cuisines that can help to lose weight, interiors with simple décor and ones that promote environmental protection.