Samenvatting

The growing interest in vegan and vegetarian diets around the world, gave the vegan and vegetarian food alternative sector a significant boost. This happened also in the Netherlands. As especially vegans try to distance themselves from all animal products, it is important thatthe Dutch consumer understands the difference between vegan and vegetarian products. Vegetarian products often contain lactose or egg in some form. Therefore, these products are not suitable for vegan diets. However, is the difference between these two products clearenough to the consumer? The aim of this research is to find out whether the vegan and vegetarian logos used on food packaging in the supermarkets are properly understood by the Dutch consumers. Therefore, the main question of ‘To what extent are the vegetarian and vegan labelling methods of food products understood by the Dutch consumers?’ was formulated.