The value perceived and the sacrifice perceived by vegetarian food consumers
DOI:
https://doi.org/10.12712/rpca.v12i1.11341Abstract
This study aimed to identify what are the items that make up the categories of value and sacrifice perceived by the consumer of vegetarian food. Fifteen consumers were interviewed through a structured interview script and the data were analyzed by means of content analysis. The results indicate that exists functional, social, emotional, conditional and monetary values for consumer of vegetarian food. Besides exists sacrifices too, in the same dimensions of functional, social, emotional, conditional and monetary sacrifices. This study improves the components knowledge of perceived consumer value and perceived sacrifice value with consumer vegetarian serving as a base of research.
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