Research on Consumers’ Self-Protection through a Healthy Diet

The article analyzes consumers’ concern for healthy food, emphasizing the role of the vegetarian diet. Studies on the topic are available world-wide; however, none of these focuses on the role of vegetarian diet within the concern for healthy food, in Romania. In answering this question, a qualitative research was carried out on the customers of a store that sells natural food products and products certified as organic. The results indicate that vegetarian diet has a central role within the wider concern for healthy food, endorsing arguments to support the assertion. Hence, propensities in the consumer concerns to turn to healthier diets were identified, based on a system that diminishes or eliminates meat based diets. The conclusion of the qualitative research is a premise for future development of quantitative research, assessing the dimensions of this phenomenon.