Do vegetarian marketing campaigns promote a vegan diet?

Waters James

MPRA Paper from University Library of Munich, Germany

Abstract: This paper examines whether vegetarian marketing campaigns promote a vegan diet. Our trivariate model of omnivorous, vegetarian, and vegan consumption is estimated using twenty years of UK data. For short-lived campaigns, we find no persistent effect, but observe a rise and fall in vegan numbers during adjustment. For long-running campaigns, we find that for every person who adopts a vegetarian diet in such a campaign, around 0.34 people adopt a vegan diet. In a campaign to market veganism, for every new vegan there are between 0.5 and 0.77 new vegetarians.

Keywords: marketing; advertising; campaign; vegan; vegetarian (search for similar items in EconPapers)
JEL-codes: M31 M37 Q13 (search for similar items in EconPapers)
Date: 2015-09-17
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