Maltese consumers’ knowledge and perception of vegan and vegetarian food products, and their label information

Abstract

Background: The popularity of veganism and vegetarianism is on the rise, both globally and amongst the Maltese population. Naturally, the market for plant-based food products has grown accordingly, however, food labelling of such food products is still under discussion in the EU. The primary aim of this research was to observe the knowledge and perception of Maltese consumers regarding vegan and vegetarian food products, and their label information. Methodology: A self-constructed online questionnaire was used to assess the socio-economic determinants, food shopping behaviours, and the knowledge and perception regarding vegan and vegetarian foods, and their associated food labelling, of Maltese consumers aged 18 or above. Data was collected between December 2020 and January 2021, and distribution was accomplished through the social platform Facebook. The data analysis was then carried out using IBM SPSS® version 20. Results: A total of (n = 386) valid responses were collected. The majority of respondents were females aged 18-35 and attained a University degree. The majority of respondents also adhere to a specific diet, with the vegan dietary pattern being the most prevalent of the diets. Significant associations were found between being familiar with both vegetarian and vegan symbols, and age bracket (p < 0.001). Age bracket was also significantly correlated to trust towards food labels (p = 0.030). Perception towards the vegan and vegetarian diets was found to be significantly correlated to age bracket (p = 0.008), education (p = 0.015), and diet (p < 0.001). Conclusion: This study has recognised that Maltese consumers are quite knowledgeable and have significantly positive perceptions and trust levels regarding vegan and vegetarian dietary patterns, and their associated food labelling. The findings also show the possible associations between the female gender, having a high education level, and young age, with such diets, which conforms with the literature.