A SUMMER INTERNSHIP PROJECT REPORT

ON

RESEARCH AND EXPLORING THE IMPACT OF SOCIAL MEDIA ON VEGAN FOODS.

At VEGAN MODS INDIA (EFHLLP)

By

AKSHAY GORE

MBA(DIGITAL MARKETING)

Batch(2023-24)

Under the guidance

Prof.Dr. Sunita Jatav

Submitted to

In partial fulfilment of the requirement for the award of Degree of Master in Business
Administration(MBA)

Submitted through

MIT-WPU School of Business, Pune

 CERTIFICATE

This is certified that Mr. Akshay B Gore of MIT-WPU school of Business has successfully completed the
project work titled ‘RESEARCH AND EXPLORING THE IMPACT OF SOCIAL MEDIA ON
VEGAN FOODS AT VEGAN MODS in partial fulfillment of the requirement for the award of MBA
prescribed by the MIT World Peace University, Pune, from 2022 to 2023

This project is the record of authentic work carried out by him during the academic year 2023

Prof.Dr. Sunita Jatav Dr. Rajashree Kadam Prof. Dr. Deependra Sharma

Internal Project Guide Associate Dean Dean

School of Business School of Business School of Business

 DECLARATION

I, Mr. Akshay B Gore hereby declares that this project is the record of authentic work carried out

by me during the academic year 2023. This project is not been submitted to any other university

or institute towards the award of any degree.

Akshay Gore
 ACKNOWLEDGEMENTS

I would like to thank my guide from VEGAN MODS INDIA(EFHLLP), for their continuous guidance
and support which helped me to successfully complete my internship with a significant amount of
knowledge.

I also thank to Prof. Dr. Smita C Pangarkar Assistant Professor, at MITWPU, for their knowledge and
expertise that provided essential qualitative research.

I express sincere gratitude to my institute guide, Prof. Dr. Sunita Jatav for her continuous guidance and
support which helped me to successfully complete my internship with a significant amount of
knowledge and valuable inputs.
 PREFACE

The bookish knowledge of any program, which we get from educational institutions, is not enough to
be used in our day-to-day life. The more practical knowledge we have, the more beneficial it is for our
learning.

To make the students aware of the working of the business world every student of MASTER OF
BUSINESS ADMINISTRATION has to undergo a major research project where he/she experiences
many aspects of business under the supervision of Professional Managers.

I strongly believe that the knowledge gained from this experience is more than the knowledge gained
from the theories in the book.

Akshay Gore
 ABSTRACT

Veganism being the most admired lifestyle in the recent time; this research paper intends to explore the
various aspects of the digital media in influencing the decision of masses to convert to this lifestyle. This
paper studies the various influencing factors for people in choosing to become a Vegan. For this we first
understand the awareness about the topic in people. Further, we explore the availability of information to
the public on the digital platforms, social media and as well on the web portals and then how the
information transforms the people to adopt the Vegan lifestyle by all means or otherwise.

This research report delves into the multifaceted impact of social media on the vegan foods industry, with a
specific focus on Vegan Mods, an innovative vegan food company. Vegan Mods is dedicated to
revolutionizing plant-based foods and is at the forefront of the growing global vegan movement. The report
begins with an introduction to the company and the importance of conscious consumption and ethical
business practices in today's world.

The study identifies the research problem as the need to comprehensively understand how social media
influences consumer attitudes, purchasing decisions, and market dynamics within the vegan foods industry,
and its implications for businesses operating in this sector. Several research questions are outlined to guide
the investigation, encompassing consumer attitudes, purchasing decisions, market dynamics, and business
implications.

The objectives of the research include analyzing the impact of social media on increasing awareness and
knowledge about vegan foods, understanding how social media shapes consumer attitudes, and examining
the role of social media influencers and online communities in promoting vegan foods. The research also
aims to explore the influence of social media on consumer purchasing decisions and offer practical
recommendations for businesses in the vegan foods industry.

The scope of the study covers a global perspective, historical data, consumer behavior, market dynamics,
and various social media platforms commonly used for sharing vegan-related content. It emphasizes the
changing landscape of customer care through social media and the future potential for personalized
customer interactions.

Additionally, the report discusses the rise of social media in marketing and its transformative impact on
traditional marketing strategies. It emphasizes the shift toward relationship marketing and the importance
of managing customer experiences for increasing customer satisfaction and retention in the context of the
fashion sector.

The research methodology section outlines the data collection methods, including personal interviews,
questionnaires, and observations for primary data, as well as secondary data collected from published and
unpublished literature, journals, newspapers, and research publications.

In conclusion, this research report provides valuable insights into the influence of social media on the
vegan foods industry, with a particular focus on Vegan Mods. It explores the potential for social media to
shape consumer behavior, market dynamics, and marketing strategies, emphasizing the importance of
understanding and leveraging this digital landscape for businesses in the vegan foods sector
 TABLE OF CONTENT
So. PARTICULARS PAGE NO.
No

1. EXECUTIVE SUMMARY 9

2. INTRODUCTION 11

3. RESEARCH PROBLEM STATEMENT 18

4. RESEARCH QUESTION, OBJECTIVE, SCOPE OF RESEARCH 21

PROJECT WORK

5. RESEARCH METHODOLOGY 27

6. DATA ANALYSIS AND INTERPRETATION 31

7. OBSERVATION AND FINDING 36

8. CONCLUSION 37
EXECUTIVE SUMMARY
As a Social Media Marketing Intern at Vegan Mods, I had the privilege of participating in a dynamic and
innovative vegan food company. Vegan Mods is dedicated to revolutionizing plant-based foods and is at
the forefront of the growing global vegan movement. My internship, provided me with invaluable insights
into the world of social media marketing and its impact on the promotion of plant-based products. During
my internship, I undertook a range of responsibilities aimed at enhancing Vegan Mods' online presence and
engagement with its audience, contributed to the creation of engaging and visually appealing content.

My internship experience at Vegan Mods has been a rewarding journey, allowing me to apply my social
media marketing skills in a real-world context while supporting a company with a meaningful mission. I
am grateful for the opportunity to contribute to the growth of Vegan Mods and the broader vegan
movement through strategic social media efforts. This internship has not only enhanced my professional
skills but also deepened my understanding of the importance of conscious consumption and ethical
business practices in today's world. I am excited to apply the knowledge and experience gained during my
internship to future endeavours in the field of digital marketing.

During my internship, I undertook a range of responsibilities aimed at enhancing Vegan Mods' online
presence and engagement with its audience:

Vegan Mods is a dynamic and innovative vegan foods company committed to redefining the way people
experience plant-based cuisine. Our mission is to provide delicious, nutritious, and sustainable food options
that empower individuals to make more conscious dietary choices. With a passion for flavour, health, and
environmental responsibility, Vegan Mods is at the forefront of the growing global movement toward
veganism. The global demand for vegan food products has been on a remarkable rise in recent years.
Consumers are increasingly concerned about their health, animal welfare, and the environment, driving a
surge in interest in plant-based diets. Vegan Mods is strategically positioned to capitalize on this growing
market. Vegan Mods is deeply committed to sustainability and ethical business practices. Our production
processes prioritize minimizing environmental impact, reducing waste, and using responsibly sourced
ingredients

Vegan Mods is poised to continue its expansion and success in the burgeoning vegan food market. Our
commitment to quality, ethics, and sustainability, coupled with our innovative product range, positions us
as a leader in the industry. As consumers increasingly seek healthier and more environmentally responsible
food choices, Vegan Mods is well-equipped to meet their needs and shape the future of plant-based cuisine.

INTRODUCTION
“VEGANISM” is a step ahead of vegetarianism where unlike the vegetarians who only avoid eating meat,
Vegans avoid all products belonging to the animal origin. For example, many food items those are
considered as vegetarian food but are obtained from animal origin for e.g. dairy products, are not consumed
by VEGANS. Similarly, lifestyle products like silk garments, leather accessories, animal fur etc. are also
discouraged and avoided completely. Veganism is explained more as a lifestyle which supports love for
animals and strongly opposes any kind of livestock farming for the purpose of gains through trade of
animal and animal products. As we understand that Man has always used animals as a support for various
activities in day-to-day life and also utilized animals and their products for personal needs and financial
gains. However, a group of people known as Vegans have identified this act of humans as cruel and unjust.
They strongly discourage and oppose the use of animals and animal products or any kind of livestock
farming. This is mainly because of the increase in the extent of cultivation of animal products in various
manners which is not viewed as civilized behaviour. Humans have largely gone up to the extent of
harassing animals by various means to draw innumerable benefits to suit their lifestyle needs. Animals are
used largely for obtaining products like meat, milk, dairy, accessories, oils etc. Previously such products
were derived from animal only up to the extent of readily available or extra produce by the animal for e.g.
If a cow has given birth to a calf then the excess milk produced by the cow was used by the adopting family
and other milk products were made from such excess milk. Similarly, the meat, oil or accessory from
animals were made only in case of natural death of the animal and utilized in all possible manners by
humans. Lately, this is not the trend; animals are cultivated, adopted and farmed to obtain the goods of
animal origin as per market demand. This has given rise to the extensive cruelty against animals as Cows
are injected for producing more milk, then slaughtered to get meat, leather etc., Chicken poultry farms are
using all possible techniques to increase the broiler chicken produce and almost manufacturing them like
products. This awareness about animal harassment and cruelty has given rise to this new lifestyle or
veganism; where people have adopted the strategy of non-violence against animals. They have very
gracefully embraced this lifestyle and shown their humanity by being considerate about other living beings
This movement progressed with the beliefs, causes, and ideals behind Veganism and its strength grew with
time. Though initially Veganism was only a shift to eliminate dairy from the vegetarian diet; today a Vegan
is explained as a “strict Vegetarian who avoids all animal food including dairy products and abstains from
using animal products,” extending beyond merely dietary exclusions.

Through Facebook, Twitter, LinkedIn, and other social media platforms, social media plays a critical
role in how businesses communicate internally and maintain connections both within and between firms.
If social media is used properly, it might usher in a new era of social learning, social presence, and
provide underdeveloped nations with an alternate platform for online learning. Distance learning models
have developed over many years, arriving just in time to clash with contemporary pedagogies that place
a premium on interaction, communication, student participation, and active learning. The number of
college students enrolling in online courses is rising. Technology has converged to the point where
people use their computers to watch television, listen to radio, find rental properties, and even find
partners, which has further complicated matters. Nearly 30% of college students are currently enrolled
in at least one online course. A wide range of Web-based technologies, including blogs, wikis, online
social networking, and virtual worlds, are included in the social media technologies. People frequently
spend a lot of time on social media reading blogs and other entertaining stuff to pass the time. This
allows many businesses to engage in social media marketing, or digital marketing. This study was done
as part of a two-month internship program at Veganmods to examine the crucial role that social media
has played in digital marketing.
Benefits of Digital Marketing

● Global reach - a website allows to find new markets and trade globally for only a small
investment.

● Lower cost - well targeted campaign and a properly planned digital marketing can reach the
right customers at a much more cost efficient manner than traditional methods of marketing.

● Trackable, measurable results - measuring online marketing with web analytics and other
online metric tools makes it easier to establish how effective a campaign has been. It helps to obtain
detailed information about how customers use websites or respond to advertisements.

● Personalisation - if customer database is linked to website, then whenever someone visits the
site, it would helpful to make them but and product and offer them various services.

● Openness - by getting involved with social media and managing it carefully, it is easy to build
customer loyalty and create a reputation for being easy to engage with.

● Social currency - digital marketing helps to create engaging campaigns using content
marketing tactics. This content (images, videos, articles) can gain social currency - being passed from
user to user and becoming viral.

● Improved conversion rates - if the organization own a website, then customers are only ever
a few clicks away from making a purchase. Unlike other media which require people to get up and
make a phone call, or go to a shop, digital marketing can be seamless and immediate.
Limitations of Digital Marketing

● Skills and training – It is necessary to ensure that staff have the right knowledge
and expertise to carry out digital marketing with success. Tools, platforms and trends change
rapidly and it's vital that it is up-to-date.

● It can take a lot of time to complete things like optimizing online advertising
campaigns and producing marketing material. In order to secure a return on investment, it is
critical to measure performance.

● High levels of competition - With so many messages aimed at customers online, it

can be difficult to stand out from the crowd and attract attention.

● Complaints and feedback: Through social media and review websites, audience
members can observe any unfavorable comments or criticism of a brand. It might be
difficult to provide efficient customer service online. Negative feedback or a poor response
can harm a brand's reputation.

● There are a variety of legal considerations around the collection and use of client
data for the purposes of digital marketing, including security and privacy concerns. Be sure
to follow any privacy rules that may apply.
About the company:

At their company, they believe that indulgence should come guilt-free, and they've made it
their mission to bring customers products that not only taste fantastic but also align with
their values. Their commitment to quality is reflected in every aspect of their offerings.

The products offered by this company are a testament to the joy of guilt-free indulgence.
Whether customers are seasoned vegans or simply exploring plant-based options, they can
trust these offerings to be both delicious and thoughtfully crafted. The company understands
the importance of easy digestion and versatility, which is why their products are designed to
tick all the right boxes.

Discover the incredible potential of plant-based living with their offerings. They are not just
vegan; they are a celebration of the vitality that nature offers. The company believes that
what customers eat should fuel their bodies with natural goodness, and their products are a
testament to that belief.

Customers are invited to nourish their bodies with compassion and creativity. These vegan
products are more than just ingredients; they are the canvas for culinary masterpieces. Easy
digestion and endless possibilities are at the heart of what this company offers, so customers
can embark on a journey of taste exploration.

For those looking to elevate their vegan journey, these products are the answer. They are
easy to digest, incredibly versatile, and brimming with the simplicity of natural flavors.
Every meal can be elevated with plant-powered goodness, making plant-based eating an
enjoyable and satisfying experience.

Indulge in the simplicity of these vegan products, which are easy to digest, incredibly
versatile, and packed with natural flavors. With these culinary delights, customers can savor
every moment of their meal while supporting their well-being.

The company understands that digestion matters, which is why they've designed their
products to be easy on the stomach. But they don't compromise on taste. These vegan
offerings deliver both effortless digestion and extraordinary flavor, so customers can have
the best of both worlds.

Experience the magic of vegan versatility with these products. They are 100% vegan, easy
to digest, and can be enjoyed in countless delicious ways. Unleash culinary creativity and let
taste buds roam free around the world of flavors.

Simplicity and satisfaction are the cornerstones of these products. They are easy to digest,
incredibly versatile, and packed with nourishment. Embrace a lifestyle that delights taste
buds and supports well-being with these offerings.

Say goodbye to digestive woes and hello to hassle-free digestion with these 100% vegan
products. They are versatile in every way, catering to dietary needs while tantalizing taste
buds. Embrace the effortless goodness of these offerings.

Customers are invited to unlock the potential of plant-based living with these easy-to-digest
products. Explore endless culinary creations without compromising on flavor or health. Let
taste buds roam free and experience the boundless creativity of plant-based cuisine.

In conclusion, their company is dedicated to providing customers with a wide range of

100% vegan products that are easy to digest, incredibly versatile, and bursting with flavor.
Customers are invited to embrace a mindful lifestyle that delights their taste buds and
supports their well-being while exploring the endless possibilities of plant-based living. Join
this company on this culinary journey, and together, they can savor the magic of vegan
goodness. 🌱✨
RESEARCH PROBLEM STATEMENT
The Title of my research report is ‘RESEARCH AND EXPLORING THE IMPACT OF
SOCIAL MEDIA ON VEGAN FOODS’ at VEGAN MODS. The research aims to investigate
and comprehensively understand the multifaceted impact of social media on the vegan foods
industry. As the popularity of veganism continues to surge globally, the role of social media
platforms in shaping consumer perceptions, behaviors, and the overall growth of the vegan food
market has become increasingly significant. However, a clear and nuanced understanding of the
specific ways in which social media influences this industry remains underexplored. Therefore,
the research problem can be articulated as follows:

"To what extent and in what ways does social media influence consumer attitudes, purchasing
decisions, and the market dynamics of the vegan foods industry, and what are the implications of
these influences for businesses operating in this sector?"

This research problem encompasses several key areas of inquiry:

1. Consumer Attitudes: It seeks to investigate how social media platforms impact

consumers' attitudes and perceptions regarding vegan foods. This includes exploring the
role of user-generated content, influencers, and online communities in shaping consumer
opinions.

2. Purchasing Decisions: The research will delve into the impact of social media on
consumer purchasing behaviors related to vegan foods. It will examine factors such as the
influence of online reviews, product recommendations, and the portrayal of vegan foods
in social media content.

3. Market Dynamics: This component of the problem statement focuses on understanding

how social media contributes to the growth and evolution of the vegan foods market. This
includes examining trends in online marketing, market segmentation, and the emergence
of new vegan food products and businesses driven by social media engagement.

4. Business Implications: The research will explore the strategic implications of social
media for businesses operating in the vegan foods industry. This encompasses
 considerations for marketing strategies, brand management, and the alignment of
business practices with the values and expectations of socially conscious consumers.

By addressing these facets of the research problem, the study aims to provide a comprehensive
and up-to-date analysis of the impact of social media on the vegan foods industry. This research
is particularly relevant in a digital age where social media plays a pivotal role in shaping
consumer behavior and influencing market dynamics. The findings of this study can offer
valuable insights to businesses, marketers, and policymakers seeking to navigate and harness the
opportunities presented by the intersection of social media and the vegan foods industry.

Need of the Study:

Veganism is a lifestyle which is still not very popular amongst masses and we still have a major
number following only vegetarianism. If we understand Veganism completely, we would also
understand that the human lifestyle is hampering the other living beings and humans are not
considerate towards animals. It is very important to create awareness about Veganism through all
means. Considering the Digital Platform, Social Networking sites, web portals are the new
preachers for anything and everything today, it becomes more relevant to draw benefits through
them. The youth today is completely occupied by various E-portals for all kind of information
required in their day-to-day life. Hence, we have tried to access the impact of such platforms
about creating the awareness about Veganism, providing sufficient information about the topic
and also serving the need of conversion of masses in the Vegan lifestyle.
RESEARCH QUESTIONS, OBJECTIVES,
& SCOPE OF THE RESERCH PROJECT
WORK
RESEARCH QUESTIONS:

1. To what extent does social media influence consumer awareness and knowledge about
vegan foods?

2. How does social media shape consumer attitudes and perceptions towards vegan food
products?

3. What role do social media influencers and online communities play in promoting vegan
foods, and how does this influence consumer behavior?

4. In what ways does social media impact consumer purchasing decisions regarding vegan
foods, including product choices and brand loyalty?

5. What trends and market dynamics are attributed to the influence of social media on the
vegan foods industry?

6. How can businesses operating in the vegan foods sector effectively leverage social media
for marketing and brand development?

OBJECTIVES:

The primary objective of this research is to examine the impact of social media on the following
aspects related to vegan foods:

1. Awareness and knowledge dissemination about vegan diet.

2. Attitudes, beliefs, and motivations.
3. Adoption and consumption patterns.
4. Perceived health benefits.
5. To find the availability of information on various online and social media platforms.
6. To ascertain the possibilities of converting to Vegan diet.
7. To analyse the parameters that determine the impact of social media in digital
marketing.
 8. To understand the awareness about Vegan diet.
9. To find the availability of information on various online and social media platforms.
10. To ascertain the possibilities of converting to Vegan diet

11. To assess the impact of social media on increasing awareness and knowledge about
vegan foods among consumers.

12. To analyze how social media platforms contribute to the formation of consumer
attitudes and perceptions regarding vegan food products.

13. To investigate the role of social media influencers and online communities in
promoting vegan foods and their impact on consumer behavior.

14. To examine the influence of social media on consumer purchasing decisions,

including product choices and brand loyalty, in the vegan foods market.

SCOPE:

1. Geographic Scope: The research will primarily focus on a global perspective, considering
the impact of social media on the vegan foods industry across different regions.

2. Time Frame: The study will encompass data and trends up to [Year]. It will also include
historical data to provide context for the analysis.

3. Consumer Behavior: The research will investigate the influence of social media on
consumer awareness, attitudes, perceptions, and purchasing decisions related to vegan
foods.

4. Market Dynamics: The study will explore the broader market dynamics, including the
emergence of new vegan food products and businesses driven by social media
engagement.

5. Social Media Platforms: It will encompass a variety of social media platforms, with a
focus on platforms commonly used for sharing vegan-related content.

6. Business Implications: The research will provide insights into the strategic implications
of social media for businesses in the vegan foods industry, including marketing strategies
and brand management.
 7. Recommendations: The study aims to offer practical recommendations for businesses and
policymakers to better understand and utilize social media's impact on the vegan foods
sector.

By addressing these research questions and objectives within the defined scope, the research
project will contribute to a deeper understanding of how social media is shaping the vegan foods
industry and provide valuable insights for businesses and stakeholders in this field.

The future of social media in marketing

The rise of social media, and the manner in which it has impacted both consumer behavior
and marketing practice, has largely been driven by the platforms themselves. Some readers
might recall the early days of social media where social networking sites such as MySpace
and Friendster werepopular.

These sites were precursors to Facebook and every-thing else that has developed over the
last decade. Alongside these platforms, we continue to have other forms of social media
such as messaging (which started with basic InternetRelay Chat services in the 1990s and
the SMS text messaging built into early digital mobile telephone standards in the 2000s),
and asynchronous online conversations arranged around specific topics of interest (e.g.,
threaded discussion forums, subreddits on Reddit).

More recently, we have seen the rise of social media platforms where images and videos
replace text, such as Instagram and Snapchat.Across platforms, historically and to the
present day, the dominant business model has involved monetization of users(audiences) by
offering advertising services to anyone wishing to reach those audiences with digital content
and marketing communications. Considering the possible reach and engagement influencers
command on social media, companies have either begun embracing influencers on social
media, or plan to expand their efforts in this domain even more.
 Customer care via digital channels as we know it is going to change substantially in the near
future. To date, many brands have used social media platforms as a place for providing
customer care, addressing customers’ specific questions, and fixing problems. In the future,
social media-based customer care is expected to become even more customized,
personalized.

Customers will be able to engage with firms anywhere and anytime, and solutions to
customers’ problems will be more accessible and immediate, perhaps even pre-emptive
using predictive approaches (i.e., before a customer even notices an issue or has a question
pop into their mind).

Impact of Social Media on Marketing

Social media is primarily internet or cellular phone based applications and tools to share
information among people. It expedites conversation and connection among people. It includes
popular networking websites, like Facebook and twitter; as well as bookmarking sites like Digg
or Reddit and uses web page technology. Initially social media may have begun for social
engagement, but the commercial value soon became apparent and it has become the marketer’s
new best friend too.

As social media use becomes popular and the number of social media users has increased more
than the population of some of the countries, marketers have had to seriously alter their game
plan to take this shift in the media landscape into account. The industry is rewriting its
conventional strategies and transforming the basic campaigning structure. Social media once
devoid of any commercial content has had such a significant impact on digital marketing.

As the popularity of social media is growing and there is no turning back it seems social media
will overtake other functional areas of marketing to a large extent. Social media is trying to fill
the gap between marketers and consumers through continual dialogue, building trust and
interacting with the right audience in the right way, as fast as possible.
Social Media and Its Implications for Marketing Communications

The last decade has witnessed the growth and increasing popularity of online communities,
concentrating specifically on communication and social bonding between individuals. Given
the opportunity to improve customer relationships by engaging and collaborating with
consumers, marketers are becoming more and more interested in exploring, creating, and
utilizing virtual communities. In fact, an early definition of a virtual community is given by
Rheingold (1993), who states it is “…a social aggregation of people carrying out public
discussions long enough, with sufficient human feeling, to form webs of personal
relationships in cyberspace”.

Dhalakia conceptualize virtual communities as different-sized groups of consumers who

interact online in order to achieve the personal and shared goals of their participants. Due to
the spread of Web 2.0 and Internet technologies, as well as the shift in the balance of power
in the market from vendors to customers, many retailers have shifted their emphasis from
items to customers and have changed from transactional to relationship marketing strategy.

Notably, managing customer experiences contributes to increasing satisfaction, which

should be one of the main goals of enterprises, as satisfaction is proven to be a key
determinant of customer retention. This study engages with the concept of social media in
the design and implementation of marketing communication programmes, particularly in the
UK Fashion sector.

The Study goes on to conclude, rather skeptically, that understandings of the various
nuances of social media platforms could engender effective customer retention programmes.
It also offers a new way of thinking about customer engagement, incorporating social media
platforms.
RESEARCH METHODOLOGY
Research methodology was one of the most crucial part of study to carry out the research the
insights of the objectives was studied. The impact of social media and other online platforms and
possibilities of converting to Vegan diet was identified and floated in the form of a questionnaire.
This feedback from various targeted respondents was collected with the help of the survey
questionnaire. This survey was specifically carried out to evaluate and fulfil the set objectives for
the study.

Type of Research

A descriptive form of research was used to study the various social media and online platforms
and how they influence people in converting to vegan diet this also includes surveys and fact
finding enquiries in different manner.

Methods of Data Collection

Primary Data: It was collected from the mixed sample of various respondents, Primary data was
collected through survey in the following ways:

● Personal Interviews: The answer was sought to a set of pre-conceived questions through
personal interviews and the data was collected in a structured way.

● Questionnaires: Considering the Reviews, and the additional inputs, one questionnaire was
prepared and distributed to various respondents.

● By Observation: The data was collected by observing the nonverbal behaviour to understand
dynamic behavioural process. Secondary Data: It was collected from published/ unpublished
literature on various social media and online platforms and how they influence people in
converting to vegan diet and also the latest references available from the journals, newspapers,
research publications and magazines, past records and other relevant sources available online.
LITERATURE REVIEW

Iguacel, I., Huybrechts, I., Moreno, L. A., and Michels, N. (2020): The study highlighted
vegetarian and Vegan diets which are increasingly becoming popular. Although the diet not only
provides beneficial health effects but also leads to nutritional deficiencies. Cognitive impairment
and mental health disorders have a high economic burden. Frawley, E. S. (2017): The research
was a social science examination into the adaptation and transition to Veganism. This study had
used ethnography techniques to reflect the dynamism and intricacies of a lifestyle free of animal
products and also signifies veganism a meaningful strategy for employing personal values
through action as a response to broader issues. M. Cole. K Morgan- The British Journal of
Sociology, (2016): Empirical sociology studies of Vegan are rare (McDonald 2000, Cole 2008).
When Vegans are present as research practice, they are usually treated as a subset of vegetarians
and their Veganism, tends to be viewed as a form of dietary asceticism. Son, G. Y. T., and Bulut,
M. (2016):

According to the research Veganism is becoming an increasing trend day by day is a life style
and a life philosophy. The reason of choosing Vegan diet differs according to preferences of
consumers. Richter, M., Boeing, H., Grünewald-Funk, D., Heseker, H., Kroke, A., Leschik-
Bonnet, E., and Watzl, B. (2016): The study had found out that the number of consumers follow
a vegan diet has increased in many countries and it is likely to grow and influence the food
sector.

The aim of the research was to identify different segments of consumers according to their
motivation for adopting a Vegan diet and also to examine the attitudes of the consumers towards
animal agriculture. The primary focus was to determine that all consumers follow a Vegan diet
oppose meats. Lightower, H., Davies, J., and Long, A. (2009): The study had discussed the need
for food guide for vegans. Look at the nutritional information and advice found in current
popular Vegan cookery books, including sample menus; food grouping; food description and
recipes. The further had suggested a possible approach to a Vegan Food Guide (VFG)
incorporating foods suitable for this group.
The study had concluded that more needs to be undertaken in this area to develop the VFG and
to ensure that the VFG is made readily available to vegans. Cherry, E. (2006): The author had
studied about social movement scholar’s enlistment into and continued involvement in social
movement organizations. A more recent trend in social movement concerns about the cultural
activism which takes place primarily outside of social movement organizations. The study had
demonstrated how culture and social networks function to provide support for cultural movement
participation.
DATA ANALYSIS AND
INTERPRETATION
The data collected was analyzed using basic and advanced analytical tools. This also includes the
detailed analysis of the data which was conducted with the purpose of attaining the set objectives
of the research. Mentioned below is the analysis which is presented graphically and in tabulated
form for better interpretation. The Interpretation of the collected data was done by drawing
inferences from the collected facts after the analysis of the study.

Table 1: Frequency Analysis - Eating Habits of the Respondents

Interpretation: According to the above chart it can be stated that majority of the respondents i.e.
48% were found to be non-vegetarians, 26% of the respondents were found to be vegetarians, the
percentage of the egg eaters was 20% whereas the percentage of vegan food eaters was found to
be only 6% from the entire respondents.
Interpretation: According to the above chart it can be stated that majority of the respondents i.e.
41% were found to be unaware about veganism the percentage of respondents who were
somewhat aware were 35%, whereas 24% of the respondents were found to be completely aware
about veganism.

Interpretation: According to the chart it can be stated that majority of the respondents i.e. 74%
were of an opinion that there is information available online and on other social media platforms
that influence people converting to vegan where as 22% of the respondents are of an opinion that
there is no information available.
Interpretation: According to the above chart it can be stated that majority of the respondents i.e.
50% were not following any online and social media platforms, the percentage of respondents
following were 17% and the respondents who were sometimes following these pages were 33%
respectively.

Interpretation: According to the above chart it can be stated that majority of the respondents i.e.
52% of the respondents are of an opinion that online platforms have an impact on converting
Vegan, the percentage of respondents agreeing is 35% where as 13% of the respondents are of an
opinion that these platforms does not influence converting to vegan.

Interpretation: According to the above chart it can be stated that majority of the respondents i.e.
75% of the respondents are of an opinion that social media platforms do have an impact on
converting to vegan, the percentage of respondents not sure was 12% where as 13% of the
respondents were of an opinion that these platforms does not influence converting to vegan.

Interpretation: According to the chart it can be stated that majority of the respondents i.e. 44%
were of an opinion that there is an influence of information available online and on other social
media platforms making them converting to Vegan where as 27% of the respondents are of an
opinion that there is no influence whereas 22% of the respondents were not sure about the
influence.
OBSERVATIONS AND FINDINGS:

● It has been found that most of the consumers are non-vegetarians and vegetarians, the

comparative ratio of Vegan diet followers is very low. Hence, there is a great need of
generating the awareness about Veganism.

● According to the data analysis it has been found that majority of people are still unaware

about Veganism hence there is a need for generating knowledge about the concept.

● As a result of lack of awareness there are a smaller number of followers on social media

and other online platforms.

● Online platforms have an impact on converting to Vegan as it has an influence on

decision making.

● Social media platforms play a vital role in influencing people to converting to veganism

as these platforms has a greater impact on decision making.

● According to the data it has been found that there is information available online about

veganism but it is not followed by many people because of lack of awareness.

● According to the respondents if Veganism is promoted well online and social media will

influence people in following a Vegan diet.

CONCLUSIONS

● There is a lack of awareness about veganism amongst people because it is not been

searched on social media and other online platforms.

● If veganism is promoted well on various social media platforms and other online

platforms would influence people in converting to Vegan.

● Social media platforms have a greater impact on converting to Vegan as it is been

followed by masses and it has an influence in decision making.