The Environmental Perception and Vegetarian Motivation of People in Ho Chi Minh City, Vietnam

Abstract

Abstract Studies have previously shown that there were many vegetarian movements in the world, using many different models to indicate vegetarian food choice behavior. Among the factors affecting the motivation to become a vegetarian, perception and attitude are considered important factors influencing the decision to switch from using foods of animal origin to plant-based ones. There are many measured aspects of perception ranging from health, religion, love of animals, or animal rights. Among these, environmental perception increasingly shows a clear influence on vegetarian motivation, especially for young people. This current study aims to find out whether factors relating to perception including environmental perception, influence people’s motivation to become vegetarian in Ho Chi Minh City. To achieve this goal, the research surveyed 360 people living in Ho Chi Minh City (divided into three groups (students, office workers, and manual workers) using a direct questionnaire. Research results show that among the four independent variables (perception, ability, opportunity, barriers), there are three variables (1) perception; (2) opportunity; and (3) barriers having a significant relationship with the vegetarian motivation of people in Ho Chi Minh City. From the findings, this study points out key highlights in people’s current vegetarian food choices in this area, including environmental perception.