Increasing demand for vegetarian products – changing consumer motivations behind food choices: The Finnish perspective

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School of Business | Bachelor's thesis
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Degree programme
(Mikkeli) Bachelor’s Program in International Business
42 + 2
Vegetarianism in increasingly popular in Finland. Consumers` concern on environment, animal welfare and health are increasing, but at the same time, the consumption of meat has increased during the past few years. In this thesis, qualitative interviews were conducted with representatives of business operating in the food business in Finland in order to meet with the objectives stated above. The main objective of this study was to explore the current and future situation of vegetarianism in Finland. This study tried to examine the significance of the phenomenon in Finland and the future estimates for the trend`s development. Additionally, the aim of this bachelor thesis was to investigate the motivations behind the food purchasing decision and how the process has changed during the past few years. The research showed that the most important motivations behind food consumption include the price, taste, convenience, social and cultural factors and habits. However, consumers value the ethical side of the food products, and it is no longer enough that the food tastes good and is affordable. The future of vegetarianism is seen to be positive and especially the importance of flexitarians is expected to increase in the future.
Thesis advisor
Rikkonen, Pasi
vegetarianims, flexitarianims, consumer behavior, food market, meat consumption
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