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Veganism as a phenomenon in the perspective of marketing communication
Bártová, Tereza ; Rosenfeldová, Jana (advisor) ; Schneiderová, Soňa (referee)
This bachelor thesis is trying to look into the relation between non-vegan consumers and companies, which have the vegan products in their portfolios. A next thing mentioned in this work is the most common used motivators which lead the non-vegan consumers to buy vegan products. Thesis is also trying to find out what is the opinion of the consumers to the present communication of the vegan brands and what should bet he way to improve this communication. In the first part there is a theoretical basis of this work, including the primary terms of veganism and marketing. There is also a brief analysis of the present online communcation and of the PR activities of the chosen vegan brands, which are functioning on the czech market. The second part is the practical one. It includes the research and the analysis of an obtained data, which were acquired by the semi-structured interviews with 7 respondents.
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Vegan diet in childhood and adolescence
KVÍČALOVÁ, Kamila
The study deals with the specifics of the vegan diets in children and adolescents. It examines suitability of the vegan diet in children from birth to adolescence, defines the essential dietary components and their representation and role in the children's diet. It also focuses on possible scarce nutrients in vegan diets, the amount required for proper growth and development of a child, the main sources of these nutrients in a plant-based diet, and their potential replacement and supplementation through fortified foods or dietary supplements. Attention is also paid to the mother's diet during pregnancy and breasfeeding and its impact on child development. The practical part contains the results of interviews with mothers from the Czech Republic and Slovakia who provide their children with a vegan diet. It explores awareness of the mothers in the field of the children's vegan nutrition, the way of feeding their children, their health condition, but also the realtionships and support of these families from their loved ones, extended family and friends, and, last but not least, the attitude of pediatricians and educational institutions to this decision.
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Media Reflection of Current Food Trends
Šulcová, Barbora ; Zábrodská, Kristina (advisor) ; Osvaldová, Lucia (referee)
(abstrakt) Cílem bakalářské práce Mediální reflexe současných trendů ve stravování je popsání mediálního obrazu čtyř stravovacích stylů (veganství, vitariánství, paleo diety a bezlepkové diety) na příkladu sedmi online médií (iDNES.cz, Novinky.cz, Blesk.cz, Aktuálně.cz, Deník.cz, Lidovky.cz a IHNED.cz), a to v období od května 2014 do května 2016. Výzkum proběhl použitím metod kvantitativní obsahové analýzy a kvalitativní obsahové analýzy. Kvantitativní analýza odpovídá na otázky týkající se tonality mediálních obsahů, komunikace témat v čase a podle médií a tematického zařazení textů i konkrétních trendů ve stravování. Tato analýza je doplněna kvalitativní metodou, která podrobněji popisuje mediální reflexi vybraných trendů ve stravování.
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Transfer of Vegetarian Value Model from Parents onto Their Childern
Vastlová, Markéta ; Cirklová, Jitka (advisor) ; Janas, Martin (referee)
This bachelor's thesis is, as the itself name indicates, concerned with the concept of education of children by their parents - vegetarians, possibly vegans. What is examined is whether they are trying to transfer their own model of values - vegetarianism or veganism onto the child, but also what aspects will influence their future value orientation the most during the course of their primary socialisation. The influence of the informing parent's partner as well as that of grandparents on both sides is considered, further on the influence of the educational institution the child attends is factored in. It is there where the child is confronted with different norms and values than those that the child can be familiar with from the home and parents are then have to resolve the arisen situation. The thesis itself is divided into three main sections which are the following: Theoretical Introduction, Methodology and Research.The first section is dedicated to the theoretical background enabling the confimation of data necessary for the analysis itself. Specifically it outlines the value basis of vegetarianism, explains the difference between vegetarianism and its more radical form veganism. It delineates the influence of family and educational institutions on the latter value orientation of the child....
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Voluntary simplicity related to veganism
KYSELOVÁ, Jitka
The bachelor thesis presents two lifestyles/philosophies - voluntary simplicity and veganism. The aim of the research part was to find out whether people, who consider themselves vegans and agree with vegan philosophy, know the term of voluntary simplicity and whether their lifestyle is in accordance with the selected characteristics of this concept. A survey had been conducted and the results showed that one third of the vegans is familiar with the term of voluntary simplicity. However, most of the vegans are aware of its characteristics (values and attitudes). In addition, a majority of vegans find their lifestyle more modest in comparison with other people. Two thirds of vegans act pro-environmentally in their everyday life. Also, vegans are frequently involved in voluntary organizations and they often take disadvantaged groups into consideration.
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Awareness of vegetarians about deficit of certain nutritions in vegetarian diet and about ways to compensate them
VORLÍČKOVÁ, Markéta
This thesis deals with vegetarians' awareness of the lack of specific nutritional substances in the vegetarian diet and their compensation. The aim is to explore whether vegetarians have sufficient information about the nutritional composition of their diet, whether they are interested in researching this information and whether the information is available and sufficient. I also looked at whether people with this eating preference are preventing potential nutritional deficits and subsequent health problems. There were designated the following three research questions: "How often and where do most vegetarians get information about a meatless diet?", "How can you achieve a full fledged vegetarian diet?" and "What is vegan awareness on the potential deficiencies in their diet, and how do they try avoid these?". In the theoretical part I deal with vegetarianism as a lifestyle, vegetarianism and its subgroups, the reasons for going to this way of life, the composition of a vegetarian diet with a focus on nutrients that may be deficient, vegetarianism and its impact on the body at different stages of development and ultimately the impact of a meatless diet on human health. The practical section is an elaborated form of qualitative research, specifically I chose semi-structured interviews. I collected the data from the interviews. The interview contained fourteen or fifteen questions, and women were also questioned about the pregnancy period. I asked questions regarding the issue of vegetarianism, veganism or raw foodism. I was interested in individual eating habits, nutrition knowledge and personal experience of the respondents. The data was collected between January 2014 and March 2014. The research group consisted of 6 respondents. The group was made up of women and men in the age range from 20 to 30 years. Among respondents there were vegetarians, vegans and raw foodists and the period of time in which they have been eating this way is different for every person. All respondents were familiar with the purpose of providing an interview and agreed to the publication. The interviews I conducted in person and were recorded on a dictaphone mobile phone. The results of my work show that most respondents do research about a meatless diet. They logically state that most intensive research took place while they were switching their eating habits, but now they still keep finding out new information. The most commonly used way was the Internet, specifically through websites such as www.soucitne.cz or www.vegan-fighter.com. Other sources used are books, articles, studies, and information received from friends or family members. The respondents argue that because the information was obtained this way, their diet is balanced. They are often trying to maintain diversity in their diet, for example, consume legumes and combine various foods such as legumes with cereals. Raw foodists state that they often consume sprouts, seeds, nuts, and of course a large amount of raw vegetables and fruits. All Vegans and Raw foodists know about the possible lack of vitamin B12, and some for this reason, use supplements. Also mentioned are supplements or protein complex supplements designed specifically for vegans.
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