Knowledge, Expectations, and Behaviors towards Confectionery Consumption of Vegan Food Consumers
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Abstract
This studies had the objectives, 1) to studies confectionery consumption knowledge and expectations of vegan food consumers. And 2) to studies confectionery consumption behaviors of vegan food consumers. 3) to studies correlations between knowledge and expectation towards confectionery consumption of vegan food consumers. 4) to study the relationship of consumption knowledge and expectations of vegan food consumers. Using a multistage sampling method. Research tools were questionnaires. Data analysis and statistics were percentage, mean, standard deviation, T-test, F-test, and Pearson Product Moment Correlation Coefficient.
The research results were found that, expectation towards confectionery consumption of vegan food consumers in term the utility and feeling at high level. When considering in each topic was found that, a vegan confectionery was hard to eating with highest mean at a high level. Followed by eating vegan confectionery helping body fat reduction with mean at a high level. And the last was eating vegan confectionery helping weight control with mean at a high level, respectively. For expectation towards confectionery consumption of vegan food consumers in term the marketing at high level. When considering in each topic was found that, a vegan confectionery with intense flavor had the potential for instead of general confectionery with highest mean at a high level. Followed by, a vegan confectionery was constant prices than general confectionery with mean at a high level. And finally, a vegan confectionery with low fat ingredients was mean at a high level, respectively.
The results of hypothesis testing showed that, expectations of vegan food consumer that be differential according to demographic characteristics, age, status different, with statistically significant at the .05 level. And expectations of vegan food consumer different according to consumption behavior classified by purpose of vegan confectionery consumption, cost of eating vegan confectionery, news receive channel of vegan confectionery, and consumption frequency not differential, with statistically significant at the .05 level.
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