Market research report


Appendix 6 - One Way ANOVA (1)- Mean Meat Avoidance and Age



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Appendix 6 - One Way ANOVA (1)- Mean Meat Avoidance and Age








Appendix 7- One-Way ANOVA (2) - Mean Attitude and Annual Income







Appendix 8: Correlations Analysis (1) – The relationship between Attitude and Health benefits





Descriptive Statistics




Mean

Std. Deviation

N

Attitude

4.7130

1.07623

414

Health_Benefits

4.0208

1.04135

414




Correlations




Attitude

Health_Benefits

Attitude

Pearson Correlation

1

.467**

Sig. (2-tailed)




.000

N

414

414

Health_Benefits

Pearson Correlation

.467**

1

Sig. (2-tailed)

.000




N

414

414

**. Correlation is significant at the 0.01 level (2-tailed).


Appendix 9: CORRELATION ANALYSIS (2) – THE RELATIONSHIP BETWEEN AGE AND ANNUAL INCOME





Descriptive Statistics




Mean

Std. Deviation

N

What is your age group? (In years)

2.11

1.153

414

What is your annual income? ($AUD)

2.17

1.568

414



Correlations




What is your age group? (In years)

What is your annual income? ($AUD)

What is your age group? (In years)

Pearson Correlation

1

.520**

Sig. (2-tailed)




.000

N

414

414

What is your annual income? ($AUD)

Pearson Correlation

.520**

1

Sig. (2-tailed)

.000




N

414

414

**. Correlation is significant at the 0.01 level (2-tailed).




Appendix 10: Simple Linear Regression Analysis


Model Summary

Model

R

R Square

Adjusted R Square

Std. Error of the Estimate

1

.256a

.066

.063

1.00777

a. Predictors: (Constant), Meat_Avoidance




Coefficientsa

Model

Unstandardized Coefficients

Standardized Coefficients

t

Sig.

B

Std. Error

Beta

1

(Constant)

2.923

.210




13.921

.000

Meat_Avoidance

.228

.042

.256

5.383

.000

a. Dependent Variable: Health_Benefits



Appendix 11: Multiple Linear Regression Analysis




Coefficientsa

Model

Unstandardized Coefficients

Standardized Coefficients

t

Sig.

B

Std. Error

Beta

1

(Constant)

1.994

.330




6.048

.000

Attitude

-.130

.051

-.120

-2.560

.011

Health_Benefits

.035

.062

.031

.563

.573

Speciesism

.370

.051

.365

7.264

.000

Subjective_Norms

.388

.051

.330

7.662

.000

a. Dependent Variable: Meat_Avoidance



Appendix 12- Interview Questionnaire


1- Are you a male or female?

2- Where do you live?



RQ1: What would motivate individuals to switch to a vegan diet?

1. Why should you become a vegetarian?

  • Probe 1: Are you eager to try a new lifestyle? Or do you think vegetarianism is a trend?

  • Probe 2: Did you become a vegetarian for nutrition, health or other factors?



2. Did you become a vegetarian because of family factors or personal factors?

  • Probe 1: Are you forced to become a vegetarian because of family relationships? Also, because you want to lose weight and become a vegetarian for personal reasons?

3. Did you become a vegetarian because you have compassion for animals?

  • Probe 1: Did you become a vegetarian because you couldn't stand the abuse and murder?

RQ2: Are there differences in these motivations for different demographic profiles?

4. Because of the extinction of species, cultural customs or religious beliefs, you became a vegetarian?



  • Probe 1: Did you become a vegetarian because of external factors?

5. Before becoming a vegetarian, would you think that vegetarianism will improve your social image?

  • Probe 1: Do you think that through vegetarianism, others can understand your personality and character?

RQ3: How do these motivations impact on attitude towards veganism?

6. Before you became a vegetarian or you were not a vegetarian, what was your attitude towards vegetarians?



  • Probe 1: Do you have a friendly, neutral or hostile attitude towards vegetarians?

7. What motive led to a change in your attitude towards vegetarian?

  • Probe 1: What behaviours do vegans do that make you like or dislike vegetarian?




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