Abstract
Veganism derives from the diet of vegetarians, and currently has an important influence on numerous industries, such as fashion and beauty. Vegan fashion means that animal nature products are not used, and vegan beauty does not use animal ingredients or animal testing. This study aims to investigate the meaning of veganism as recognized by fashion and beauty consumers through semantic network analysis. The data collection period was from 2013 to 2015 and from 2016 to 2018, and was analyzed using a text mining program. First, the comparison of past and present recognition in vegan fashion, the veganism keyword and recognition of related keyword such as fashion item and materials. Second, in both the past and present, the keyword veganism philosophy, eco-friendly, and philanthropic appeared as ethical consumption aspect. In both vegan fashion and beauty, the materials and ingredients keyword mainly appeared in the past, but in the present the brands keyword has appeared more. Third, to compare the current consumer perceptions of vegan fashion and beauty, non-animal ingredients, ethical keyword, and philanthropic keyword appeared. Fourth, as the result of big data analysis, nine vegan fashion brands and twenty-six vegan beauty brands appeared in the present.
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