Attitudes and orientation toward vegetarian food in the restaurant industry: an operator's perspective. Academic Article uri icon


  • Purpose – The current paper aims to explore the attitudes of decision makers in restaurants in Puerto Rico toward vegetarian food, and examine the restaurants' orientation toward vegetarianism and the challenges they face in catering to vegetarian patrons. Design/methodology/approach – A survey instrument was developed to include 21 items representing the various attitudes and views toward vegetarian food; restaurant characteristics; and participant's demographic information. A total of 92 face-to-face structured interviews were conducted among various independent family restaurants located in the metropolitan area of San Juan, Puerto Rico. Findings – The findings suggest that although the participants certainly recognize the value of vegetarian food for their restaurants, they are still unaware or uninformed about many issues related to vegetarianism and vegetarian customers. Moreover, the study also raises some worrying concerns as to the attentiveness of restaurants to the needs of vegetarians. Origina...

publication date

  • January 1, 2013