STUDY ON DEMOGRAPHICS IMPACT ON CONSUMER BEHAVIOR OF VEGETARIAN FOOD IN CANTHO CITY

Abstract

This study surveyed 1.093 consumers in Can Tho city and analyzed the influence of several demographic factors on vegetarian food buying behavior. The results showed that 56.5% of consumers were female with 70% aged between 15 and 29. Most consumers were non - religious, were at least a high school education and unmarried. Most consumers had an income of < 3 million VND/month and had been vegetarian for over 5 years. The results also illustrated that 73.9% preferred buying vegetarian foods at local markets and according to personal experience (79.4%). Ready-to-eat vegetarian products were the most group purchased by the consumers and about 2/3 were affected by the factors: “delicious, tasty”, “good quality” and “safe, hygiene”. The study found that gender, age, marital status, income, and experience time significantly impacted on the food choices and buying behavior (p < 0.05). Overall, consumers tended to reject negative perceptions of vegetarian foods, such as concerns about allergies, limited variety, safety and cost.