Unit:
Κατεύθυνση Δημοσιογραφία και Νέα ΜέσαLibrary of the Faculties of Political Science and Public Administration, Communication and Mass Media Studies, Turkish and Modern Asian Studies, Sociology
Author:
Charakida Alexia-Stavroula
Supervisors info:
Αικατερίνη Σταυριανέα, Επίκουρη Καθηγήτρια, Τμήμα Επικοινωνίας και Μέσων Μαζικής Ενημέρωσης, ΕΚΠΑ (Επιβλέπουσα)
Στέλιος Παπαθανασόπουλος, Καθηγητής, Τμήμα Επικοινωνίας και Μέσων Μαζικής Ενημέρωσης, ΕΚΠΑ
Μαρίνα Ρήγου, Επίκουρη Καθηγήτρια, Τμήμα Επικοινωνίας και Μέσων Μαζικής Ενημέρωσης, ΕΚΠΑ
Original Title:
Διερεύνηση καταναλωτικής συμπεριφοράς των Ελλήνων καταναλωτών δυο γενεών (18-24 ετών και 40-55 ετών) όσον αφορά την επιρροή τους από τα social media ως προς την κατανάλωση vegan προϊόντων
Translated title:
Investigation of consumer behavior of Greek consumers of two generations (18-24 years old and 40-55 years old) as far as concerned their influence from social media regarding the consumption of vegan products
Summary:
Social media has greatly changed people's daily lives and influenced cultural and social practices such as eating habits. On the other hand, veganism is a growing practice. The aim of the research was to investigate the consumer behavior of Greek consumers aged 18-24 and 40-55, in terms of their influence on social media regarding the consumption of vegan products. The quantitative method was used using the questionnaire. The questionnaire used consisted of 21 questions and had four topics: socio-demographic characteristics, use of social media, views on the influence of social media on consumer behavior, views on the influence of social media on veganism. The research sample was 304 people and feasibility sampling was used. IBM SPSS in version 25 was used for statistical analysis. Descriptive statistics, independent t-tests, one-way Anova, Pearson correlations were performed and the reliability was checked with the Cronbach alpha coefficient. It was found that most of the participants consider that social media greatly influences people's consumer behavior and they have been moderately influenced in purchasing product / food that is advertised on social media. Also, most participants believe that social media does not positively affect the behavior of consumers regarding their diet, they trust social media moderately for information about healthy eating, they believe that with the help of social media vegetarianism and veganism are better known, and have moderate to negative views for vegans. In addition, it was found that consumer behavior can be greatly altered through the display of vegan products displayed on social media and that a large portion of participants have been influenced / thought to become vegan by seeing some social media advertising. At the same time, most participants trust more YouTube to learn about the vegan diet. It was also found that there are differences in the views of Greek consumers depending on their age, gender, marital status, whether they are now or have been vegetarian or vegan in the past, and which social media they trust the most to inform them about the vegan diet. There is also a correlation between the good level of eating habits, and views on the influence of social media on consumer behavior, and views on the influence of social media on veganism. In conclusion, social media greatly influences the consumption of vegan products, being an important source of information about veganism, and proving through images that the lifestyle of vegans is not as harsh as it is believed.
Main subject category:
Social, Political and Economic sciences
Keywords:
Veganism, Greek consumers, Consumer behavior, Social media
Number of references:
104
