Understanding the Challenges, Opportunities and Threats to Vegan Consumers' Consumption Behavior

Abstract

Veganism, a form of consumption that rejects foods and products of animal origin, is gaining more and more popularity worldwide. Veganism, as a consumption pattern that rejects animal-derived foods and other animal products, is structured on being healthy and protecting animals. In this respect, the study aims to investigate the emergence, development and place of vegan nutrition in general nutrition by focusing on the suitability of Gaziantep cuisine for vegan consumers, and to identify alternatives to existing deficiencies, if any. The study also examines veganism in Gaziantep cuisine from the perspective of gastronomy tourism. In addition, the study contributes to the literature on vegan nutrition and vegan consumers by shedding light on Gaziantep Cuisine. The findings reveal that Gaziantep, located in the Southeast Region of Turkey, has a rich culinary heritage that is very suitable for vegan cuisine despite the dominant perception of meat culture. The study also found that while some products in Gaziantep Cuisine can be consumed directly by vegan consumers, others can be adapted with minor changes. This study, which reveals the consumption patterns of vegan consumers, is important for policy makers, businesses and marketers as it can be a resource to help formulate appropriate strategies to increase destination visits. In this context, it is recommended that the relevant stakeholders raise the awareness of the local people, reveal historical flavors, certify and record vegan recipes in order to fully realize the potential of Gaziantep Cuisine in gastronomy tourism.