Vegetarian nutrition approach and determining the factors affecting food-beverage business preferences of vegetarian/vegan individuals

Today's vegetarian/vegan nutrition models are applied by consumers due to fast transformation in health and food system, changes in lifestyles, individual preferences, and various concerns. In recent years, scientific discussions about meat production and consumption, plant-based diets, and vegetarian food consumption have become a prominent issue in interdisciplinary food studies. The present study was conducted in order to explore in-depth vegetarian/vegan nutrition approach, the problems encountered by vegetarian/vegan individuals in food-beverage businesses, and the factors affecting their business preferences. In this study adopting an inductive method, a qualitative research design was used. The study was carried out in compliance with "case design", which is one of the qualitative research methods. Accordingly, interviews were held with vegetarian/vegan individuals living in Ankara, Antalya, Istanbul, Izmir, and Bursa provinces using a semi-structured interview form. The interview form consisted of three parts in addition to the part which explained the purpose of the study. The first section consisted of 11 questions investigating demographic characteristics of the interviewee, and the second section included 3 questions related to the perspectives of vegetarian/vegan individuals about food-beverage businesses and the problems that vegetarian/vegan individuals experienced in these businesses. The last section consisted of 8 questions that inquired about the factors affecting business preferences of vegetarian/vegan individuals. While interpreting the data obtained in the study, content analysis and descriptive analysis methods were employed. In analyzing the data, MAXQDA software was used to store the data and to ensure easy access to the codes obtained. Themes of the study were cuisine/food preferences of vegetarian/vegan individuals, the problems that vegetarian/vegan individuals experience in businesses, and the factors affecting business preferences of vegetarian/vegan individuals. As a result of the study, it was determined that the cuisine/food type that was preferred the most in vegetarian/vegan food-beverage businesses was fast food. It was also determined that the 3 most important problems that vegetarian/vegan individuals experienced with regard to businesses were, in order of importance, limited variety in the menu, lack of knowledge of the staff, and the price. It was found that the female participants experienced more problems compared to the male participants. It was determined that limited variety in the menu and staff-related problems among the problems experienced by vegetarian/vegan individuals in businesses negatively affected customer loyalty and sustainability of businesses, and that the problems related to the service quality of businesses affected only customer loyalty negatively. It was found that the gastronomic factors affecting business preferences of vegetarian/vegan individuals were, in order of importance, taste, safe food, hygiene/sanitation, and staff service quality, and that other factors were, in order of importance, references, social media, and physical conditions. According to the relational analysis performed between the themes, it was determined that there was a relationship between business preferences of vegetarian/vegan individuals and the problems they experienced in businesses.