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Do vegetarian marketing campaigns promote a vegan diet?

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  • James, Waters

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.

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  • James, Waters, 2015. "Do vegetarian marketing campaigns promote a vegan diet?," MPRA Paper 66737, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:66737
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    References listed on IDEAS

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    More about this item

    Keywords

    marketing; advertising; campaign; vegan; vegetarian;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness

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