Análise do grau de aceitação do público de João Pessoa-PB com relação ao consumo de produtos veganos

Abstract

The growing of veganism in Brazil has been influencing and modifying the behavior of consumers who identify with this lifestyle, causing the market to change in order to meet a demanding public, products free of animal ingredients and free of animal testing. These are known as vegan products. This is the theme that supports this study, with the purpose of analyzing the degree of public acceptance of João Pessoa in Paraiba in relation to the consumption of vegan products. To achieve this goal purpose, specific purpose have been created to guide the research as to identify the degree of understanding of the public researched about what is the vegan culture and vegan products; check what benefits the public expects to have with the consumption of vegan products; find out which vegan products /services are most consumed by the public; list the main reasons that explain why the public personae do not consume more vegan products. The methodology used was exploratory and descriptive research with quantitative approach, the data collection instrument used was the online questionnaire, distributed to a sample of 120 respondents. The results showed that the population of João Pessoa is receptive to vegan products, and what motivates them mainly is the search for a healthier diet and products that cause less impact to the environment. However, factors such as high prices, difficulties of access in establishments and social media end up inhibiting consumer acceptance.