Effects of social visibility on consumer choice for vegan and vegetarian restaurants: The case of İstanbul

The aim of this study is to examine the social visibility factor influencing consumers' preferences for vegan and vegetarian restaurants and to identify the criteria they consider when selecting these establishments. At the initial stage of the research, a comprehensive review of the existing literature was conducted and systematically compiled, taking into account reliable sources and academic studies. In the methodology section, quantitative research methods were employed, with a survey form used as the data collection tool. The pilot study was conducted between September 3 and September 20, 2024, and the tests confirmed the validity and reliability of the scales used. Data collection continued between October 1 and November 26, 2024. The research population consists of individuals aged 18 and above who reside in Istanbul and have visited vegan and vegetarian restaurants at least once. A total of 465 surveys were collected using the snowball sampling method. Following the application of validity and reliability tests to the collected data, factor analysis, frequency analysis, normality tests, and Kruskal-Wallis tests were conducted to test the hypotheses. Upon analyzing the results, it was determined that consumers' social visibility behavior toward vegan and vegetarian restaurants varies based on at least one demographic characteristic of the participants. Additionally, the findings indicate that, among the restaurant selection scale dimensions; consumers prioritize service and food quality, restaurant features, location and menu characteristics and convenience factors; respectively when choosing vegan and vegetarian restaurants. This study is expected to make significant contributions both to academic literature and the restaurant industry by identifying critical factors that vegan and vegetarian business owners should consider when shaping their marketing strategies and by shedding light on an underexplored topic in the literature.