Data_Sheet_2_Vegetarian and Vegan Private Label Products as a Challenging Trend in Addressing the Customers Within Sustainable Food Consumption—A Case Study of Slovakia.docx

The meat consumption at the current level is highly unsustainable. Because of the problems that meat production causes to the environment, it is considered as one of the main problems. Vegetarian and vegan private label products represent a new challenging trend in addressing the customers within sustainable food consumption at affordable prices. The submitted paper aimed to find out whether Slovak consumers know and subsequently buy products of the private brand targeted on vegans and vegetarians, in which product categories they do so, how they perceive them and what attracts and discourages them. The research was carried out in the period from September to December 2020, when a total of 2,011 respondents from all over Slovakia took part. As we have focused only on consumers who know the product line of private labels targeted on vegans and vegetarians (product line of vegan and vegetarian products), we have further analyzed and interpreted only the answers of 978 respondents. For the need to obtain the main aim of the research, we have formulated four theoretical assumptions and five hypotheses, whose veracity was verified with the use of selected statistical methods and techniques processed out at statistical programs XL Stat, SAS Enterprise Guide 7.1. and SAS 9.4. The key finding of our research is, that even if it could be assumed that the products of this specific private label will be bought only by respondents from the vegan or vegetarian category, the opposite is true—the private label is known and bought by the respondents from the category “I eat everything,” which means that it is necessary to think about this product line, to wider it and continue in the improvement of its quality as this is what the customers want.

当前的肉类消费规模已高度不可持续。鉴于肉类生产给环境带来的诸多负面影响，肉类消费被视为引发环境问题的核心诱因之一。素食与纯素自有品牌产品，乃是以亲民价格满足可持续食品消费需求的市场中颇具挑战性的新兴趋势。
本投稿论文旨在探究斯洛伐克消费者是否知晓并会购买面向素食者与纯素者的自有品牌产品，了解他们会在哪些产品品类中选购此类产品、对其持有何种认知，以及哪些因素会吸引或阻碍他们的购买行为。
本次调研于2020年9月至12月期间开展，共吸引斯洛伐克全境2011名受访者参与。由于本次研究仅聚焦于知晓面向素食者与纯素者自有品牌产品线（即素食及纯素食品产品线）的消费者，因此后续仅对978名受访者的作答结果进行分析与解读。
为达成本次研究的核心目标，我们提出了四项理论预设与五项研究假设，并借助XL Stat、SAS Enterprise Guide 7.1及SAS 9.4等统计软件所支持的精选统计方法与技术手段验证了其真实性。
本次研究的核心发现在于：尽管此前或可认为该特定自有品牌产品仅会被素食者或纯素者受访者购买，但实际情况恰恰相反——该自有品牌的知晓者与购买者来自“什么都吃”的消费群体。这意味着，该产品线亟需进行拓展，并持续优化产品品质，以契合消费者的真实需求。