Exploring veganism in Australia, France, Spain, and Portugal: a netnographic study using the transtheoretical model

The rising popularity of veganism and vegetarianism has attracted significant market attention, yet limited understanding exists regarding consumer perceptions and adoption of these ethical and sustainable lifestyle choices. To address this gap, we conducted a netnographic analysis using Google Trends and HappyCow. Google Trends data found that food and restaurant-related searches predominated, with lower volumes in France, indicating a distinct food culture and potentially less interest in veganism. Australians exhibited higher search frequencies for "vegan," reflecting a keen interest in vegan food establishments and products. HappyCow data indicated a relatively more significant number of vegan outlets in Australia. This study provides cross-cultural insights into consumer information-seeking behavior regarding veganism, highlighting the availability of vegan choices in diverse food settings and influencing factors for plant-based alternatives.