Consumption Intention Of Vegetarian Diet:Based On Self Determination Theory

With the improvement of people's income level,many people searching a healthier consumption style in daily life.Recently,vegetarian food industry developing all around the world and showing great potential.Vegetarian industry not only reflect change of consumer diet preference but also life style in daily life.Food have to meet health requirement as well as appetite.It is important for marking staff to understand consumer psychological motivation behind action,which help them making brand positioning and communication strategy between consumers.While the most studies in domestic are about nutrition and pay less attention to psychological motivations.The aim of our study is probe the motivations of Chinese vegetarian through self determination theory.We use literature research,netnography and questionnaire methods in our study.Firstly,we find foreign vegetarian research are more abundant than domestic study and summarize the motives.Then,we use netnography method to analysis postings in Baidu vegetarian bar in order to verify foreign study result.Finally,we proposed hypothesis framework base on self determination theory and using questionnaires to verify it.The result shows that environment value,health,economic factors have positive correlation with vegetarian consumption intention.Consumption attitude partially mediated the relationship between environment value with consumption intention as mediation factor.Consumption attitude partially mediated the relationship between health with consumption intention as mediation factor.Consumption attitude mediated the relationship between economic with consumption intention totally.Reputation don't have significant relationship with consumption attitude and consumption intention.