Aliazas Santiago (Final1

THE INFLUENCE OF ETHICAL FOOD CONSUMPTION
IN SELECTED VEGETARIAN RESTAURANTS

IN LOS BANOS LAGUNA
An Undergraduate Thesis
Presented to the Faculty of
College of Hospitality Management and Tourism
Laguna State Polytechnic University
San Pablo City Campus
San Pablo City
In Partial Fulfillment
of the Requirements for the Degree
Bachelor of Science in Hospitality Management
Aliazas, Camille
Santiago, Loraine P.
2023
ii
Republic of the Philippines

Laguna State Polytechnic University
Province of Laguna
College of Hospitality Management and Tourism
APPROVAL SHEET
The thesis entitled THE INFLUENCE OF ETHICAL FOOD

CONSUMPTION IN SELECTED VEGETARIAN RESTAURANTS IN LOS
BANOS LAGUNA prepared and submitted by Aliazas, Camille and Santiago,
Loraine P. in partial fulfillment of the requirements for the degree of Bachelor of
Science in Hospitality Management, is hereby recommended for approval and
acceptance.
_____________________________________
Ms. Lorena H. Garcia
Thesis Adviser
………………………………………………………………………………………………
Approved by the Committee on Oral Examination with a grade of ______.
_____________________________ _____________________________
Dr. Marjorie N. Murillo Mr. Adrian Maliksi
Member Member
_____________________________ _____________________________
Mr. Arvi Adrian M. Borja Mrs. Vanessa J. Silang
Member Member
_____________________________
Ms. Lorena H. Garcia
Research Coordinator
………………………………………………………………………………………………
Accepted and approved in partial fulfillment of the requirements for the
degree of Bachelor of Science in Hospitality Management
________________________________________
NINEVETCH GRACE O MARCO, DBM-HM, CHP
Associate Dean, CHMT
__________________________
DELON A. CHING, Ed. D. ____________________
Chairperson, Research and Development Date Signed
RESEARCH CONTRIBUTION
NO.
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Acknowledgement
To Almighty God, for He is the one who is guiding her and giving hope for
pursuing things
To Ms. Lorena H. Garcia, for providing them with crucial supervision,
support, and assistance during the duration of our research study.
To Dr. Ninevetch Grace O. Marco, Assoc. Dean of the College of
Hospitality Management and Tourism;
To Mr. Adrian G. Maliksi, for being the research statistician who guided
the researchers in the computations for the study and for taking his time in
teaching us.
To their dearest panelists, Dr. Marjorie N. Murillo. Mr. Adrian M.
Borja, Mr. Adrian Maliksi and Mrs. Vanessa Silang for being the key
person in the realization of this study.
To their respondents, the customers of Vraja Cuisine and Satya Graha
Café of Los Baños, Laguna who actively contributed with their full
participation and allowing the research study to be completed smoothly.
To their dearest parents, Mrs. Marites M. Aliazas and Mr. Jessie A.
Santiago, and Mrs. Salve P. Santiago for their financial consideration and
unwavering support throughout the research study's development.

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Dedication
This research study is dedicated in its entirety to our dear parents who gave
us their unwavering moral, spiritual, emotional and financial support and were our
source of inspiration and strength when we wanted to give up;
To our loving friends, teachers and classmates who have provided insight,
advice and inspiration to complete our studies;
To our research adviser Ms. Lorena H. Garcia for her encouragement and
guidance from the beginning to the end;
To Almighty God for giving us a healthy existence and dedicate this study
to him. We value your leadership, strength, intelligence, wisdom, protection, and
skills. We make these available to all of you.

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Abstract
The purpose of this article is to examine the food practices in a vegetarian
restaurant that can provide an ethical environment for vegetarian eating and
human bodies encountered through eating experiences. This study would like to
determine the influence of ethical food consumption in selected vegetarian
restaurants in Los Baños, Laguna. The respondents were composed ninety-five
(95) customers that were chosen using purposive sampling. A descriptive survey
method was used to collect quantitative data from the customers. Each respondent
was asked through printed survey questionnaire. The respondents were asked
about their profile and after that are descriptive questions constructed to gather
the significant components influence of ethical food consumption in vegetarian
restaurant in terms of ethical concern, food practices and preparation, consumer
preference and motivation and socioeconomic.
Keywords: Ethical concern, Vegetarian, Food consumption

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TABLE OF CONTENTS
TITLE PAGE………………………………………………………………….….....i
APPROVAL SHEET…………………………...………………………..………...ii
ACKNOWLEDGEMENT ……………………………………..………………......iii
DEDICATION …………………………………………………..………………….iv
ABSTRACT ………..……………………………………………………………....v
TABLE OF CONTENTS…………………………………………………………..vi
LIST OF FIGURES…………………………………………………….…………..viii
LIST OF TABLES………………………………………………………………….ix
LIST OF APPENDICES…………………………………………….……………..xi
Chapter 1. THE PROBLEM AND ITS BACKGROUND
Introduction ………………………………………………………………..1
Background of the Study …………………………………………………3
Theoretical Framework …………………………………………….….....6
Conceptual Framework ………………………………………………….6
Research Paradigm ………………………………………………….......7
Statement of the Problem ………………………………………….........8
Hypotheses ………. ………………………………………………….......9
Significance of the Study …………….……………………………….....9
Scope and Limitations of the Study …..………………………………..10
Definition of Terms ……………….………………………………………10

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Chapter 2. THE REVIEW OF RELATED LITERATURE
Related Literature…………………………………………………………12
Chapter 3. RESEARCH METHODOLOGY
Research Design …………………………………………………..………23
Population and Sampling Technique ………………………………..…..23
Research Procedure ………………………………………………...........24
Research Instrument ……………………………………………..…….....24
Statistical Tool ………………………………………………………..…....25
Chapter 4. PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA
Profile of the Respondents………………………………………….….….26
Evaluation of the Influence of Ethical Food Consumption in selected
Vegetarian Restaurants in Los Baños,
Laguna………………………………………………..……………...………32
Test of Significant Difference……………………………………………....39
Test of Significant Relationship……………………………………….……45
Chapter 5. SUMMARY OF FINDINGS, CONCLUSION AND
RECOMMENDATIONS
Summary of Findings …………….…………..……………….…………..47
Conclusion..……………………………………...…………………….…....48
Recommendation………………………………………………….…….….49
References……..………………...…………………………..………..........50
viii
LIST OF FIGURES
Figure Title Page
1. Research Paradigm………………………………………………………...7
2. Distributions of the Respondents in Terms of Age……………………..24
3. Distributions of the Respondents in Terms of Sex………………...……27
4. Distributions of the Respondents in Terms of
Occupation…………………………………………………………….……28
5. Distributions of the Respondents in Terms of Monthly Household
Income………......................................................................................29
6. Distributions of the Respondents in Terms of Civil Status……….……30
7. Distributions of the Respondents in Terms of
Educational Attainment………………………………………………..….31
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LIST OF TABLES
Table Title Page
1. Evaluation of Influence of Ethical Food Consumption in selected
Vegetarian Restaurants in Los Baños, Laguna in terms of Ethical
Concern……………………..…....………………………………….......31
Vegetarian Restaurants in Los Baños, Laguna in terms of
Food Practices and
Preparation……………………..…....…………………………………...32
Consumer Preference and
Motivation……………………..…....………………………………….......34
Socioeconomic……………………..…....…………………………………36
Customers Delight…………………………………………………………37
6. Test of Significant Difference of The Influence of Ethical Food
Consumption in selected vegetarian restaurants in
Los Baños, Laguna in terms of ethical concerns
when they are grouped by profiled variables..………..........................39

x
Los Baños, Laguna in terms of food practices and preparation
when they are grouped by profiled variables....……….........................40
Los Baños, Laguna in terms of consumer preference and motivation
when they are grouped by profiled variables…..……….........................41
Los Baños, Laguna in terms of socioeconomic
when they are grouped by profiled variables..…..……...........................42
Los Baños, Laguna in terms of customer delight
when they are grouped by profiled variables..………............................44
11. Test of significant relationship between the Influence of Ethical
Food Consumption in selected Vegetarian Restaurants in
Los Baños, Laguna of customers delight of the respondents…………..45

xi
LIST OF APPENDICES
Appendix Title Page
A. Questionnaire…………………………………………………………..57
B. Reliability Test………………………………………………………….60
C. Tabulation and
Computation……………………………………………………….……62
D. Communication Letter…………………………………………………71
E. Proof of Summary……………………………………………………...76
Chapter 1
THE PROBLEM AND ITS BACKGROUND
Introduction
The food service sector is undergoing a moment of striking upheaval. More
upscale restaurants are providing plant-based menus in response to changing
customer views on meat, dairy, and other contentious food items. This research
would like to determine the influence of ethical food consumption in a selected
vegetarian Restaurant in Los Baños Laguna. The Satya Graha Cafe and
Restaurant is a Vegetarian Restaurant located at 1460 Siving Street, Lopez
Avenue Batong Malake, Los Baños, Laguna. This Restaurant serves al fresco
dining in their edible organic garden. Indulge in gluten-free, non-GMO mock
meats and delicious international fusion cuisine. The owners of Satya Graha are
partners in real life, the Satya Graha has also the Vegetari Healthy Bites that
produce and sell some vegetarian snacks such as Seacharon, Chichashroom and
many more. The restaurant provides many unique products. They serve delicious,
guilt-free meals and snacks that are ready to eat as well as frozen vegetarian
meats.
The Vraja Vegetarian and Vegan Cuisine is located at Manuel Roxas Street
Alumni Plaza UPLB, Los Banos, Laguna. Vraja Cuisine is a firm believer in the
incredible advantages of a plant-based diet. The purpose of the mission is to
spread the good. To better serve customers upon re-opening, the vegetarian
restaurant completed its menu with a mix of time-honored favorites and intriguing
2
new dishes. Through the plant-based feeding program that takes place every
Wednesday at Vraja Cuisine, the restaurant shares its enthusiasm for plant-based
cuisine and admiration for the small but growing community at UP Los Banos.
This charitable endeavor is done in conjunction with UPLB Scholars.
An essential component of ethical consumption is ethical eating. It
influences what and how food issues arise in the predominantly public arena by
integrating individual food consumption with social and environmental
transformation and serving as both an organizational logic and cultural discourse
(Johnston and others 2011, 2012). Studies on ethical foodscapes by Kevin
Morgan indicate that the politics of caring and engagement with ecological
integrity and social justice are important aspects of ethical eating (2010). Morgan
made the point that people have the capacity to care for others, whether they are
close friends and family or distant strangers, and that they may put their caring
into effect by eating locally grown organic food. consumption of globally produced
(or traded) food. Ethical eating is also a crucial component of a sustainable food
system.
Since many people are concerned about the growing disconnect between
food production and consumption, ethical issues are increasingly influencing
consumer food choices. According to current trends, consumers have three
different types of ethical concerns: the first type of concern deals with actual
issues, like animal welfare; the second type of concern deals with requirements
for reliable information; and the third type of concern deals with participation and
involvement. The final category of consumer concerns challenges the notion of

3
the passive, completely defenseless customer who has to be safeguarded by the
government or some sort of market ideal.
Consumers in the modern West no longer participate in food production, and
they have a decreasing amount of understanding about and faith in those
processes. Food, however, has always been and will always be an intrinsic good
for consumers. For instance, in some cultures, rice has intrinsic value that extends
beyond its monetary value to include cultural, social, and ethical considerations
for people living their lives in accordance with their ideas of what a good life is. If
there is a disconnect between customer desires and what producers are really
doing, it is unclear how preferences of consumers may be communicated to food
producers.
Background of the Study
Los Baños is located in the CALABARZON region, particularly in the Laguna
province whose capital is Santa Cruz. Los Baños is one of Laguna's municipality
that is home of a large number of successful restaurants and inns.
First off, the idea of ethical consumerism is far from clear-cut in its meaning.
It is frequently used to describe consumer behaviors that address social and
environmental issues, such as buying fair-trade and organic goods, and
consumers who demonstrate their ethical values by doing so (e.g. Johnstonet al.,
2011; Varul, 2016; Oke et al., 2020).
However, the customer leaves the food shop, neither consumption nor
ethics stop. People obtain, process, consume, and dispose of food, and they
4
assign ethically significant meanings to each of these actions. Household food
waste, or food that is purchased but never consumed, is one of the most
significant issues in today's world when it comes to food and ethics. According to
Koskinen et al. (2018) and Lehtonen and Pyyhtinen (2020: 198), preventing food
waste is viewed as an emotionally fulfilling and morally admirable deed, whereas
waste-producing food behaviors are embarrassing (Lang and Heesman, 2015:
224).
Consumption ethics are not a given; rather, they are a socially formed,
contentious, and sometimes conflicting discourse (Johnston et al., 2012: 1092) In
contemporary discussions of citizenship and morality, the ethical consumer is a
central figure. Ethical consumption is often referred to as "green consumerism"
(Schuitema & De Groot, 2015), "sustainable consumption" (Lundblad & Davies,
2016), or "aware consumption" (Willis & Schor, 2012). It speaks about
consumption that is supposed to actively pursue two different categories of
incentives at once. Thus, ethical consumption seeks to advance both individualist
and collective goals (Schrank & Running, 2016)
Consuming fruits and vegetables, which are key sources of several critical
nutrients and include phytochemicals that may reduce the risk of chronic illness,
is crucial for human health as a result (Stahler, 2012). Eating these foods can help
to maintain digestive health as well as provide abundant, high-quality veggie
protein and dietary fiber. More people than ever before dine at restaurants in
cities. However, meal in restaurants frequently has a lot of calories and not
enough veggies. They also supply too many calories from animal protein and fat,
5
which increases the risk of developing cardiovascular and other chronic illnesses.
In addition, consuming a lot of animal products adds to global warming. These
arguments support the recommendation of a vegetarian diet.
Therefore, everyone has a responsibility to consume more vegetarian meals
in order to safeguard the environment. The Belgian City of Ghent, located in the
North, has declared every Thursday to be "Vegetarian Day," according to the
vegetarian publication. Ghent is now the greenest city in the world because of this
program, which was implemented in 2010. In the same year, Santiago City,
Philippines, adopted a similar vegetarian resolution and declared every Friday to
be a vegetarian day (Lai, 2010). In light of the previous, governments are making
an effort to put green city plans into action and to encourage vegetarianism.
Beyond improving human health, eating a more vegetarian diet is also good for
the environment. There are numerous good reasons why vegetarians avoid eating
animal meat. There are causes related to health, the environment, ethics, and
philosophy in addition to religious convictions.
One of the greatest culinary trends of 2018 was eating only plants. People
are avoiding animal food items for a variety of reasons, including claimed health
and wellness benefits, as well as ethical, welfare, and environmental concerns.
This trend is more commonly seen as a lifestyle choice. Whatever the driving
force, a large consumer base is drawn to the vegan diet, which has surely aided
in its ascent to the mainstream.

6
Theoretical Framework
This study makes an effort to fill this knowledge gap about how people
sustain vegan diets. This is accomplished by assessing how well the Theory of
Planned Behavior or TPB (Ajzen, 1991) and the mediating impact of ethical
considerations can be utilized to capture the causes and the purposeful action.
The application of this theory will provide a methodical approach to identifying
relevant precursors of the behavior of interest and will improve the explanation of
the circumstance (Michie et al., 2014). In the first dimension, organizational tactics
for establishing and enforcing the informational and physical environments
necessary for ethical consumption are highlighted. The latter is an intersubjective
dimension that focuses on how consumers cultivate ethics in their everyday
consumption with interpersonal relations or social relations between people and
things/environment through their performative practices. It refers to the strategies
of organizations (e.g., campaigning organizations, policymakers, and businesses)
to facilitate the consumers' decisions of ethical consumption.
Conceptual Framework
The independent variable consists of the profile of the respondents which
includes age, sex, occupation, monthly household income, and civil status. The
second part will be about the Influence of Ethical Food Consumption in a selected
vegetarian Restaurant in Los Banos Laguna in terms of Ethical Concern, Food
Practices and Preparation, Consumer Preference and Motivation, and
Socioeconomic.
7
The dependent variable consists of the Customers Delight of the
respondents in Satya Graha Cafe and Restaurant and Vraja Vegetarian and
Vegan Cuisine.
Research Paradigm
Independent Variables Dependent Variables

I. Profile of the Respondents
1.1 Age
1.2 Sex
1.3 Occupation
1.4 Monthly Household Income
1.5 Civil Status
1.6 Educational Attainment
II. Influence of Ethical Food
Consumption in selected Customers Delight
vegetarian restaurants in
Los Baños, Laguna:
2.1 Ethical Concern
2.2 Food Practices and
Preparation
2.3 Consumer Preference and
Motivation
2.4 Socioeconomic
Figure 1. It shows the research paradigm illustrating the relationship between
the independent and dependent variable.
Statement of the Problem
The researchers also sought to gather information in order to answer the
following specific problems:
1. What is the Profile of the respondents in a selected vegetarian restaurant in
terms of:
1.1 Age;
1.2 Sex;
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1.3 Occupation;
1.4 Monthly Household Income;
1.5 Civil Status;
1.6 Educational Attainment;
2. What is the influence of ethical food consumption to respondents in a selected
vegetarian restaurant in Los Baṅos, Laguna in terms of:
2.1 Ethical Concern;
2.2 Food Practices and Preparation;
2.3 Consumer Preference and Motivation;
2.4 Socioeconomic;
3. What is the customer delight in selected vegetarian restaurant
Los Baños Laguna?
4. Is there a significant difference between the influence of ethical food
consumption to respondents in selected vegetarian restaurants in Los
Baṅos, Laguna when grouped to profile variables?
5. Is there a significant relationship between the influence of ethical food
consumption and customer delight in selected vegetarian restaurants in Los
Baṅos, Laguna?
Hypotheses
1. There is no significant difference between the influence of ethical food
consumption in selected vegetarian restaurant in Los Baños, Laguna when they
are grouped by profile variables.

9
2. There is no significant relationship between the influence of ethical food
consumption in selected vegetarian restaurants in Los Baños, Laguna and the
customer delight of the respondents to Satya Graha Cafe and Restaurant and
Vraja Vegetarian and Vegan Cuisine.
Significance of the Study
This study entitled “The Influence of Ethical Food Consumption in selected
Vegetarian Restaurants in Los Banos Laguna” is being created to benefit of the
following:
To the Establishment. This will help the establishment to promote its
business.
Future Researchers. This study will be helpful to future researchers; they
might use this kind of study as related literature and as information that will help
their study.
Customers. This research will be a beneficial thing for the customer
because this research will tackle how ethical consumption influence vegetarian
restaurants.
Vegetarian Restaurant. This study will be helpful to those vegetarian
restaurants for they become aware of how ethical food consumption manage to
give customer satisfaction and be good for the environment.
Scope and Limitation of the Study
The scope of this study focused on the influence of ethical food consumption
in selected vegetarian restaurants in Los Baños, Laguna. The respondents of the

10
study were composed of 95 customers. They were chosen using purposive
sampling and conducted on December 9, 2022, and back on January 3 to 9
quarter of 2023.
Definition of Terms
Consumer Preference and Motivation. In this study, it is the consumers' food
choices are influenced by their discomfort with the growing disconnect
between production and consumption.
Customer Delight. Delight spirals, in which personnel are favorably impacted
by the feelings and attitudes of happy customers.
Ethical Concern. In this study, it is the first category of worries deals with
problems such as environmental awareness.
Food Practices and Preparation. In this study, it is consumer advocacy groups
advocate for food availability and equitable access to the food supply and
how the workers and servers ensures the food safety.
Socioeconomic. Consisting of both social and economic aspects.

Chapter 2
THE REVIEW OF RELATED LITERATURE
Ethical Concerns
Globally, ethical consumerism is progressively rising. An ethical product is
one that adheres to a particular ethical principle, such as the consumption of
environmentally friendly organic foods, locally made goods, fair trade, biodiversity
preservation, or animal welfare standards. When it comes to ethical foods (fair-
trade, animal welfare, etc.), organic is one of the most well-known claims in Japan
(Agriculture and Agri-Food Canada,2013). The promotion of organic food
consumption with environmental awareness depends on an understanding of
consumers' psychological behavior; however, theoretical studies on consumers'
psychological behavior underlying organic food consumption with environmental
consciousness are lacking in Japan.
Every vegetarian is distinct because of their dynamic and flexible way of
living. The meat-free lifestyle may be categorized as a positive deviation, and
vegetarianism often deviates from the established eating habits in Western
countries. Self-described vegetarians were questioned in semi-structured
interviews about their eating habits and the factors that led to the first embrace of
the lifestyle. Vegetarian motivation vocabulary was classified into groups based on
descriptions from known deviance theory. The eating patterns of this newly
practicing, or developmental, stage of vegetarianism were more likely to fall on the

12
less rigid side of the vegetarian continuum, and the motivations tended to be
monotheistic.
Even if they are not explicitly religious, many modern beliefs and behaviors
are nonetheless seen as having religious connotations. They have been described
using a number of words, including "invisible religion," "hidden religion," and
"quasi-religion." In order to determine the degree to which vegetarianism may be
considered to reflect religious or spiritual motifs in its ideology and underlying
motivations, this article studies vegetarianism and specifically vegetarianism
based on ethical considerations.
A variety of "quasi-religious" characteristics are discovered to characterize
ethical vegetarianism, including taboo and avoidance behavior, reverence for life,
the denial of death, reincarnation, adherence of disciplines, and the rejection of
domination and tyranny. These conclusions are supported by data from a study of
vegetarians conducted in the reading region of Southeastern England, some of the
findings of which are given and analyzed. The propriety of employing terms like
"quasi-religion" is discussed in the article's conclusion. It is suggested that
although these phrases are helpful right now, they must be replaced in the long
run by ideas that acknowledge such behavior without implying that it is a type of
religion or that it is always characterized in terms of religion.
In many nations, the popularity of the vegan lifestyle has been gradually
rising (VEBU, 2016; Gerke and Janssen, 2017). While there is rising interest in
animal alternatives, vegetarian and vegan products are also expanding as new
13
research platforms appear (Martinelli and De Canio, 2021). Foods are starting to
emerge on grocery shelves and at dining establishments (Marangon et al., 2016).
Stepaniak (1998) draws a distinction between vegans and vegetarians and
suggests that veganism encompasses all facets of daily life, not just the eating
component but any source of animal products. The vegan philosophical lifestyle
has a unique focus on issues of animal welfare and the environment. Although it
has a less significant influence on health-related difficulties, acknowledging
emotional concerns and ideological issues has also been proven to inspire people
to become vegans (Miguel et al., 2021).
Investigating veganism is important because of a variety of factors,
including the health advantages they offer (Dyett et al.,2013), ethical concerns
about the treatment of farm animals, and major environmental problems (Bryant,
2019). Second, while many people would agree that vegan diets might be a good
option, maintaining a vegan diet is difficult (Hodson and Earle, 2018). Third,
customers say it's difficult to switch to a vegan diet since it's pricey and
unappealing (Bryant, 2019). Last but not least, as the vegan culture grows and
there is evidence of increasing scientific interest in this area (Janssen et al., 2016),
it is important for us to understand how merchants and practitioners might profit
from persuading customers to eat vegan cuisine.
Food Practices and Preparation
The dynamics of Brazilian agriculture have been significantly influenced by
the world's agro-food system. The top exporter of soybeans worldwide, Brazil
14
provides daily food to tens of thousands of animals across the world. In addition,
the nation itself has elevated its output to a world-leading level. animal protein,
primarily chicken, beef, and pork exports and imports (Wilkinson Niederle and
Wesz (2018); Escher et al. (2017); and Wesz Jr. (2016)). It was due to this,
agribusiness has a reputation as the most innovative and Brazil's innovation sector
An picture that has, however, come under scrutiny due to the social and
environmental repercussions of an environmentally unsound business of
agriculture, which is linked to an enormous public health disaster (Louzada et al.,
2017; Niederle, 2018)
Vegetarianism, with which it shares hazy boundaries, is combined with
modern times have seen one of the most renowned and worldwide food trends
that have generated controversy. In Brazil, 30 million people 14% of the country's
population doesn't consume meat, therefore this is widespread practice. (Ibope,
2018). Evidently, being a vegan is not just (or even mostly) about eating meat.
Depending on the definition of veganism, other practices may be performed. But
in Brazil, there is no information on the number of persons supporting or
participating in vegan movements or other "vegan behaviors".
Tobias is a prominent vegan writer and global influencer. In his 2017 book
How to Create a Vegan World, Leenaert advocates for this adaptable idea, which
incorporates actions focused on human health what he specifies includes
considerations for sustainability and animal welfare "vegan practices," etc. among
the key participants in the vegan movement. Following this trend is the CEVA
15
(Center for Effective Vegan Advocacy).this "pragmatic approach," which stresses
the notion of "people" frequently improve their conduct first, then change their
mindset (Leenaert 2017). While this viewpoint provides an opportunity to
investigate. It is exceedingly challenging to define the limits because of the
numerous practices among flexitarianism, ovo-lacto-vegetarianism,
vegetarianism, and veganism, polotarianism, pescatarianism, and many
movements.
Food safety is still a top priority for consumers, food companies, and food
control authorities worldwide, not only in industrialized nations. World Health
Organization (WHO, 2015) reports that because many of these nations have
insufficient foodborne disease surveillance data and control strategies, the risk of
foodborne infections is likely higher in developing countries, particularly the Middle
East. The Middle East and North Africa, which is in the Eastern Mediterranean,
have the third-highest burden of foodborne diseases per population. According to
estimates of the worldwide burden of foodborne diseases, in 2013 there were 31
foodborne risks that contributed to 600 million illnesses and 420,000 fatalities
(WHO, 2015).
In the 20th century, meat became the primary ingredient in many high-
income countries' diets. The enhanced production effectiveness of the animal-food
supply chain has supported and reinforced these cultural standards; meat has
become both more both widely accessible and reasonably priced. More recently,
this has also increased the consumption of foods from animals, especially meat,
16
in low-income countries, which has led to an increase in obesity rates in such
nations . The intricacy of the problems relating to modern society consumes a lot
of meat; consumers may want to think about their own and their family's health,
their diet's impact on the environment, animal welfare, and financial concerns.
These considerations may depend on a variety of factors, including
sociodemographic and gender.
Consumer Preference and Motivation
As perception of environmental issues and conspicuous consumption
increases (Steg et al., 2014; Shahid and Paul, 2021), ethical motivation is further
characterized as internal and external ethical motivations, referred to as ethics and
social acceptance, respectively. While ethics places a strong emphasis on
operating in line with one's moral commitments and values while avoiding guilt,
social acceptance entails making a good first impression and living up to others'
expectations.
As customers, the motivations represent a reflection of customers wants,
which affect how customers view and purchase products (Kim et al., 2014; Singh,
2018). A number of different customer motives have been regarded as one of the
most significant predictors of consumer purchasing decisions (Akram et al., 2021).
Understanding consumer requirements and market segmentation can be derived
from knowing what drives consumers.
Vegetarian customers were most motivated by ethics and value for money,
next by comfort, quality, and safety, with less motivation originating from social
17
acceptance or stimulation.(Lin et al., 2013) According to research, collectivistic
consumers may choose more luxurious products due to the status and prestige
considerations attached, but individualistic consumers are more interested in
performance and features than prestige or brand (Nayeem, 2012). According to
recent studies, utilitarian motivations trump hedonism in times of crisis (Vázquez-
Martnez et al., 2021), and minimalism and ethical consumption are some of the
main trends during such crises, the COVID-19 pandemic's effects on consumer
preferences may help to explain these contradictory results (Flatters and Willmott,
2009).
Socioeconomic
Although a substantial amount of research has examined the
socioeconomic factors that influence ethical consumption, the majority of those
studies have been carried out in high-income nations. In Ecuador, a middle-income
nation, agroecological production has been recommended as a solution to
eliminate rural poverty while boosting sustainable agriculture. The goal of this
study was to analyze the socioeconomic aspects influencing ethical purchasing
decisions there. The industrialization of agriculture and the internationalization of
food systems are linked to a number of environmental issues, such as
deforestation, desertification, soil erosion, water pollution, loss of biodiversity, and
soil and soil-related pollutants. Additionally, the intensification of agriculture is
linked to unfavorable social effects including a rise in rural poverty, economic
inequality, greater unemployment rates, and a deterioration of social cohesiveness

18
in rural regions, among others. As a result, ethical concerns in agriculture are
becoming increasingly popular, and consumers are becoming more aware of how
food production affects the environment and society.
For such moral consumers, purchasing food involves more than just a cost-
benefit analysis because they care about a variety of factors, including the impact
of agriculture on the environment, the seasonality of production, origin, worker
rights, support for local farmers, and animal welfare, among others. According to
Long and Murra, "the act of purchasing products that have additional attributes
(e.g., social, environmental, political, health, etc.) in addition to their immediate use
value, to signify commitment to their values and/or to support changes to unjust
market practices" is what constitutes ethical consumption.
Customer Delight
Research has consistently shown that customer delight is beneficially
associated with outcomes such as repurchase intentions and positive word-of-
mouth (Chitturi et al., 2008; Finn, 2005; Oliver et al). Indeed, the single largest
reason that customer delight research has grown is its predictive power for
promoting valued firm outcomes (Barnes and Krallman, 2019). Research even
suggests that “delight begets delight” in the form of delight spirals, wherein the
emotions of delighted customers rub off on employees, improving emotions and
mood, and ultimately benefiting coworkers and future customers (e.g., Barnes et
al., 2015; Guidice et al., 2020; Nasr et al., 2014). This contagion effect explains
19
why a strategy of customer delight impacts more than just the customer’s well-
being.
This spillover effect explains why a strategy of customer happiness affects
more than simply the wellbeing of the consumer. In the former, exceeding
expectations to a significant degree results with delighted customers; yet, in the
later, it was believed that strongly emotional reactions might result in joy without
the need for surprise.
Last but not least, Ball and Barnes (2017), attempt to expand the definition
of delight to include other positive emotions in addition to joy and surprise in more
recent research on the subject. These emotions include gratitude. The business
would then have more opportunities to delight its clients in such a situation.
Eating and Ethics
Ethical consumption has an essential foundation in ethical eating. It is food
concerns that influence what and how they emerge in the main public arena
through cultural discourse and an organizational logic that links personal food
intake with social and environmental change (Johnston and Baumann 2010;
Johnston and others 2011, 2012). In Kevin Morgan's works on ethical foodscapes,
eating ethically is praised for its commitment to ecological integrity and social
justice as well as for being ingrained in the politics of caring (2010). Morgan noted
that humans have the capacity to care for others, whether they are the nearest
and dearest or far away, drawing on moral philosophy and ecological theories.
Those closest to them or distant strangers can demonstrate their affection through
20
local (eating locally grown, organic food) and international initiatives. There is an
unparalleled demand for meatless choices due to the popularity of vegetarian
meals among both vegetarians and non-vegetarians (Greenway, 2010) Despite
the severe financial crisis and intense rivalry that defines the restaurant sector, it
has been generally asserted that restaurants frequently fail to address and
leverage this significant development (Perlik, 2010).
Vegetarianism and the restaurant industry
Retail food establishments and businesses have reacted admirably to the
rising demand for vegetarian items. Nowadays, a wide range of nutrient-dense
vegetarian goods, including meat and dairy alternatives like veggie burgers, tofu
steaks, vegan pizzas, and several more plant-based products, can be purchased
in many retail food stores (Kiernan, 2011).
Ethical consumption and the prominence of application
Digital media and mobile applications (apps) have grown in popularity
among consumers over the past ten years and have become important venues for
ethical food consumption. Scholars have recently examined digital food platforms
as including both care for the consuming self and the producing/distributing other
Eli et al. (2018); Giraud (2018) Witterhold (2018). According to this body of work,
"digital food activism" refer;s to ethical food consumption made possible by digital
media (Schneider et al. 2018). By reorganizing the networks of food politics,
production, distribution, and consumption, digital food activism hopes to change
how consumers interact with business and government players

Chapter 3
RESEARCH METHODOLOGY
Research Design
This chapter discussed how the whole study was conducted, the
identification of the research design used as well as the explanation of the
procedure of the entire study. It also includes the setting of the research, the focus
of the study, the instrument used, the data treatment, and the procedure of the
data review.
This study operated a descriptive research design. A type of research
called descriptive research is used to describe a population's characteristics. It
gathers information that is used to respond to a variety of what, when, and how
inquiries regarding a certain population or group.
Population and Sampling Technique
The researchers used purposive sampling in order to gather information.
In a group of non-probability sampling methods known as "purposive sampling,"
units are chosen because they possess the qualities that the sample needs. In
other words, in purposive sampling, units are chosen "on purpose." The
customers of selected vegetarian restaurants in Los Baṅos, Laguna were the
target population of the study. The researchers had a target of ninety-five (95)
respondents that took part in the study.

22
Research Procedure
The Data for this study were distributed and gathered face-to-face using a
survey questionnaire created by the researchers. At the outset of the study, the
researcher requested a permission letter from the guests and workers of selected
vegetarian restaurants in Los Baños, Laguna, and provides a request letter for
the respondents.
Research Instrument
Research Instrument is the generic term that researchers used for a
measurement device like a survey, test, or questionnaire. This helps to distinguish
between instrument and instrumentation, considering that the instrument is the
device and instrumentation is the course of action. The researchers used a survey
questionnaire as the instrument, which was conducted through Face to face. The
result is based on the survey, the researcher was able to determine the influence
of ethical food consumption in selected vegetarian restaurants in Los Baṅos,
Laguna. According to Abraham S. Fischler of NOVA Southeastern University, a
research instrument is a section that should include the instruments you plan on
using to measure the variables in the research questions. The data-gathering
instrument was structured a 4-point Likert scale that included strongly agree,
agree, disagree, and strongly disagree.

23
Point scale Descriptive rating
4 Strongly Agree
3 Agree
2 Disagree
1 Strongly Disagree
It shows the range Likert scale that the respondents only need to choose from the
given choices to answer the descriptive rating.
Statistical Tool
The study made use of SPSS as a statistical tool to arrive the study’s
conclusion. SPSS is for the Statistical Package for the Social Sciences; it is the
program that utilizes by a variety of scholars to analyze complex statistical data.
SPSS is a software suite designed for data, management, and statistical analysis
in social science. (SPSS Inc, 1968) to compute frequency, mean, and percentage.
The data was evaluated using the statistical software that the researchers’
statistician recommended under the supervision of our statistician.

Chapter 4
PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA
I. Profile of the Respondents
AGE
18-23 years old
24-29 years old
10%1%14%
12% 30-35 years old
28% 36-41 years old
13%
42-47 years old
9% 13%
48-53 years old
54-59 years old
60-65 years old
Figure 3. Distribution of the Respondents in Terms of Age
Figure 3 shows the distribution of respondents in terms of age. Out of ninety-
five (95) respondents, twenty-seven (27) or twenty-eight percent (28%) belong to
forty-eight to fifty-three (48-53) years old of age brackets. Fourteen percent (14%)
of age brackets belong to the eighteen to twenty-three (18-23) years old. The
other thirteen percent (14%) belong to the eighteen to twenty-three (18-23) years
old of age brackets with thirteen (13) respondents. While the other respondents
thirteen percent (13%) belong to thirty to thirty-five (30-35) years old of age
brackets. Twelve percent (12%) of the respondents belong to the twenty-four to
twenty-nine (24-29) years old of age brackets. Ten percent (10%) of the
respondents belong to (54-59) years old of age brackets. Nine percent (9%) of
the respondents belong to forty-two to forty-seven percent (42-47%) years of age

25
bracket. While the remaining one percent (1%) is in the age bracket of sixty-sixty-
five (60-65) years old of age.
Therefore, it shows that most of the customer in Satya Graha Cafe and
Restaurant and Vraja Vegetarian and Vegan Cuisine are in the age of 48-53
years old. These elderly people frequently dine in vegetarian restaurant.
Pribis and others (2013), younger generations accept the ethical and
ecological justifications, whereas those between the ages of 41 and 60 are more
in favor of the health justification. Bacon and Krpan (2018) the individuals favor
vegetarian cuisine because it is made from nutritious, they are not afraid to
consume it daily and are not concerned about putting on weight. Being a
vegetarian can aid in environmental preservation in the current context of fast
changing conditions because vegetarian food waste decomposes swiftly in the
environment.
SEX
46%
54% Male
Female
Figure 4. Distribution of the Respondents in Terms of Sex

26
Shown in Figure 4 is the sex of the respondents. As shown in the figure
above, fifty-one (51) or fifty-four percent (54%) of females, forty-four (44) or forty-
six percent (46%) were males.
Therefore, it shows that the customer in both vegetarian restaurants are
female. However, female customers are more conscious in their health.
According to Bradbury and Nicolaou, (2012), Women are expected to eat
light, healthy meals, but males are expected to have hearty, filling meals, which
may help to explain why women are more likely to consume vegetables than meat,
which is a healthy, low-calorie, low-fat diet.
OCCUPATION
Medical Services
13% 7% 7%
9% Education
Government Employee
16%
48% Educator
Business Professional
Student
Figure 5. Distribution of the Respondents in Terms of Occupation
Figure 5 shows that the distribution of respondents in terms of occupation.
Out of ninety-five (95) respondents. Forty-six (46) or forty-eight percent (48%)
belong to the Business Professional bracket. Fifteen (15) or sixteen percent (16%)
belong to the Educator bracket. Twelve (12) or thirteen percent (13%) belong to
the student. Eight (8) or nine (9%) belong to the Government Employee bracket.
27
Seven (7) or seven percent (7%) belong to the Education. While seven (7) or seven
percent (7%) belong to the Medical Services.
Therefore, it shows that most of the occupation of the customer are more
business professionals.
According to the survey’s finding Business Professional is the most career
chosen. The findings demonstrate that choosing this lifestyle follows an aberrant
career trend from a carnist society (Joy, 2011), or a culture where consuming meat
is seen favorably. This career is a new vegan identity and habit. When comparing
the professional paths of upper-class young people with those of young people
from other social classes, it becomes especially clear how this career will reveal
subtleties depending on the dispositions of the young people's social class of
origin.
MONTHLY HOUSEHOLD INCOME
9%
4%
10% 10,000-15,000
16,001-20,000
76% 20,001-25,000
25,001 and above
Figure 6. Distribution of the Respondents in Terms of Monthly Household
Income
Figure 6 represents the monthly household income of the respondents.
Seventy-two (72) or seventy-six percent (76%) of the respondents do have a

28
monthly household income of twenty-five thousand (25,000) and above. Nine (9)
or ten percent (10%) do have a monthly household income of twenty-thousand and
one peso to twenty-five thousand (20,001-25,000). Nine (9) or nine percent (9%)
of the respondents do have a monthly household income of ten thousand to fifteen
thousand (10,000-15,000). The least is four (4) or four (4%) do have a monthly
household income of sixteen-thousand and one peso to twenty-thousand (16,001-
20,000). Therefore, the most of the respondents have a monthly household income
of twenty-five thousand and one peso (25,001) and above.
According to Nusairat et. al. (2020), the process of measuring customers'
happiness at that restaurant will be made simpler by defining the target client (who
has a requirement for either luxurious or basic meals). The survey's findings also
revealed that the respondents are above minimum wage earner based on their
monthly household income that are willing to eat in a vegetarian restaurant.
CIVIL STATUS
3%
20%
Single
Married
77%
Separated
Figure 7. Distribution of the Respondents in Terms of Civil Status
Figure 7 presents the civil status of the respondents. Result indicates that
the single respondents had the highest frequency of seventy-three (73) or seventy-
29
seven percent (77%). Nineteen (19) or twenty percent (20%) are married
respondents. While the remaining three (3) or three percent (3%) are separated
respondents.
Therefore it shows that most of the customer in vegetarian restaurant are
single. Single is mostly dining along with their friends and family.
According to Cairns et al. (2013), married must not only provide children
with wholesome, moral foods but also teach them about the food system,
establishing in them the kinds of moral and wholesome practices they will uphold
throughout their lives.
EDUCATIONAL ATTAINMENT
5%
1%12% High School Graduate
29% Undergraduate
College Graduate
53%
Masteral Degree
Doctorate Degree
Figure 8. Distribution of the Respondents in Terms of Educational
Attainment
Figure 8 shows the distribution of the respondents in terms of educational
attainment. Out of ninety-five respondents (95). Fifty (50) or fifty-three percent
(53%) are college graduates. Twenty-eight (28) or twenty-nine percent (29%) are
masteral degree. Eleven (11) or twelve percent (12%) are undergraduate. Five (5)
or five percent (5%) has a doctorate degree. While the remaining one (1) or one
30
percent (1%) are high school graduate. Therefore it shows that most of the
customer are College Graduate.
According to study results, a college graduate is the preferred educational
level, and this group's strong ethical commitment to animal rights gave them the
motivation and served as the impetus for embracing a vegan lifestyle. Participants
viewed becoming vegan to show their moral and ethical beliefs, especially their
love for animals and the significance of refraining from all forms of animal cruelty.
Evaluation of the Influence of Ethical Food Consumption in selected
Vegetarian Restaurants in Los Baños Laguna.
Table 1. Evaluation of influence of ethical food consumption in selected
vegetarian restaurants in Los Baños, Laguna in terms of Ethical Concern
Indicators Mean SD Verbal Rank

Interpretation
1. Food included in the menu 3.68 .467 Strongly Agree 2
promotes naturally, healthy and
humanely lifestyle and diet choice.
2. The restaurant provide food 3.64 .563 Strongly Agree 4
product that helps to promote rapid
growth in the environment sector.
3. The restaurant helps local 3.72 .453 Strongly Agree 1.5
farmer.
4. The whole concept and design of 3.66 .479 Strongly Agree 3

the restaurant endows ethics.
5. Restaurants use local ingredients 3.72 .476 Strongly Agree 1.5
and environmental-friendly
materials.
COMPOSITE MEAN 3.682 Strongly Agree
Legend. 3.50-4.00- Strongly Agree; 2.50-3.49-Agree; 1.50-2.49- Disagree; 1.00-1.49-Strongly
Disagree
Table 1 shows the evaluation of ethical food consumption in selected
vegetarian restaurants in Los Baños Laguna in terms of ethical concern. Indicators

31
3 (WM=3.72), and 5 (WM=3.72) got the first ranking. Indicator 1 (WM=3.68) got
the second ranking. Indicator 4 (WM=3.66) got the third ranking. Indicator 2
(WM=3.64) got the fourth ranking. It indicates that the ethical concern affects the
influence of ethical food consumption in selected vegetarian restaurants in Los
Baños, Laguna.
Restaurants and consumers of organic food are leading the charge to
promote organic farming, which has a number of positive effects on the
environment and society (Hall, 2022).
vegetarian restaurants in Los Baños, Laguna in terms of Food Practices and
Preparation.

Interpretation
1. Restaurant includes delicious 3.84 .395 Strongly Agree 1
plant-based food recipes and
creative drink options.
2. Supplies and other ingredients 3.56 .560 Strongly Agree 5
are bought from local farmers within
the area.
3. Staffs are culinary experts and 3.62 .549 Strongly Agree 4
knowledgeable in cooking
vegetarian dishes.
4. The food is well-cooked in the 3.79 .410 Strongly Agree 2

right temperature and has a proper
storage of prepared foods.
5. There are no traces of meat or 3.76 .456 Strongly Agree 3

other animal products are
discovered in all dishes.
Disagree
32
vegetarian restaurants in Los Baños Laguna in terms of food practices and
preparation. Indicator 1 (WM=3.84) got the first ranking. Indicator 4 (WM=3.79) got
the second ranking Indicator 5 (WM=3.76) got the third ranking. Indicator 3
(WM=3.62) got the fourth ranking Indicator 2 (WM=3.56) got the fifth ranking. It
can imply that different food practices and preparation affects the influence of
ethical food consumption in selected vegetarian restaurant in Los Baños, Laguna.
According to the statement Conception (2018), Escondido, California,
Commissary Kitchen. Owners of the business suddenly had more control over food
supplies and methods of preparation in addition to convenience in adding new
locations. Each and every ingredient is supplied from local farmers, natural food
distributors, and a direct relationship with manufacturers.
In contrast to the vegan diet, which only consists of vegetables, fruit, and
grains and forgoes any goods derived from animals, the vegetarian diet includes
plant products. While extensive animal production adds to environmental harm and
climate change, this dietary pattern has a far lower negative environmental impact.
The sustainability of vegan and vegetarian diets comes from several
factors, including their generally minimal environmental effect, safety for
consumption, assurance of an appropriate quantity of nutrients, and cultural
acceptability for the majority of people.

33
vegetarian restaurants in Los Baños, Laguna in terms of Consumer
Preference and Motivation.

Interpretation
1. The vegetarian menu items 3.61 .511 Strongly Agree 2
offered have high sensory
advantages and appeal.
2. The food taste and looks like real 3.75 .483 Strongly Agree 1
meat products but are all plant-
based.
3. Vegetarian food has high 3.62 .568 Strongly Agree 3
nutritional value.
4. Food served in the restaurant are 3.55 .579 Strongly Agree 5

low in sugar, sodium, starches, and
bad fats.
5. The restaurant promotes healthy 3.61 .511 Strongly Agree 4
lifestyle and diet at a very affordable
plant-based alternative.
Disagree
vegetarian restaurants in Los Baños Laguna in terms of consumer preference and
motivation. Indicator 2 (WM=3.75) got the first ranking. Indicator 1 (WM=3.61) got
the second ranking. Indicator 3 (WM=3.62) got the third ranking. Indicator 5
(WM=3.61) got the fourth ranking. On the other hand indicator 4 (WM=3.55) got
the fifth ranking. It can imply that consumer preference and motivation affect the
influence of ethical food consumption in selected vegetarian restaurants in Los
Baños, Laguna.
34
According to Mahoney (2011), only 16% of those who professed
environmental concern really take action. To close the gap between sustainable
consumption "attitudes-behavior," "intention-behavior," and actual consumption,
there has been a significant practical and theoretical problem. By monitoring actual
conduct to avoid the possible bias of their stated goal, you can help limit or narrow
the gap between attitude and action that prevents consumers from putting their
intentions and attitudes into practice (Moser, 2015; Gleim and Lawson, 2014) .
The increase of "empowered" consumers in the market, according to Shaw
et al. and Spaargaren and Oosterveer (2010), has made it more important than
ever to provide customers with access to information when they are making
purchases. These customers "vote" with their purchases, expressing their opinions
and motivating businesses to produce "better" products.
Individual food choice is a complex process that involves interactions
between the setting and the person's stage of life. Ideals, individual actions,
resources, and social ties, among other things, all contribute to the circumstances
that shape a person's dietary preferences. People frequently switch to vegetarian
diets in order to improve their health, address environmental issues, or reduce the
slaughter of animals for sustenance.

35
vegetarian restaurants in Los Baños, Laguna in terms of Socioeconomic.

Interpretation
1. Vegetarian menu items are much 3.14 .870 Strongly Agree 5
affordable and profitable than
regular menu items.
2. Prices of the vegetarian menu 3.19 .879 Strongly Agree 4
items is suited to all social class.
3. The restaurant are able to train 3.37 .685 Strongly Agree 2

servers about the different types of
vegetarian diet.
4. The vegetarian menu items 3.59 .555 Strongly Agree 1

served by the restaurants are
recognizable.
5. Vegetarian items in the menu can 3.26 .888 Strongly Agree 3
satisfy consumer even on a tight
budget.
Disagree
vegetarian restaurants in Los Baños Laguna in terms of socioeconomic. Indicators
4 (WM=3.59 got the first ranking. Indicator (WM=3.37) got the second ranking.
Indicator 5 (WM=3.26) got the third ranking. Indicator 2 (WM=3.19) got the third
ranking. Indicator, 1 (WM=3.14) got the fifth ranking. It indicates that
socioeconomic affect the influence of ethical food consumption in selected
vegetarian restaurants in Los Baños, Laguna.
Participants' ethnicity, occupation, and standing in the household were
among the questions about their socioeconomic status. Others (Keding 2010) and
36
those relating to vegetable production included the quantity and kinds of
vegetables grown by women as well as whether (yes or no) they bought and sold
vegetables (what kinds; quantity was not measured), thereby separating
vegetables grown in their own gardens or fields from those gathered from the wild.
vegetarian restaurants in Los Baños, Laguna in terms of Customer Delight.

Interpretation
1. Menu and Product choices in the 3.72 .453 Strongly Agree 4
establishment.
2. The awareness of servers as to 3.74 .443 Strongly Agree 3
vegetarian needs and their ability to
respond to customers queries.
3. Prices and promotional activities 3.59 .592 Strongly Agree 5

offered in the restaurant.
4. Decoration and overall ambiance 3.83 .376 Strongly Agree 1

in the restaurant.
5.Technology based and other 3.75 .525 Strongly Agree 2
services such as online services,
delivery, and the likes.
Disagree
vegetarian restaurants in Los Baños Laguna in terms of customer delight. Indicator
4 (WM=3.83) got the first ranking. Indicator 5 (WM=3.75) got the second ranking.
Indicator 2 (WM=3.74) got the third ranking. Indicator 1 (WM=3.72) got the fourth
ranking. Indicator 3 (WM=3.59) got the fifth ranking. It indicates the customer
delight affects the influence of ethical food consumption In selected vegetarian
restaurants in Los Baños, Laguna.

37
According to Chen & Antonelli, (2010), Consumer behavior has been found
to be significantly predicted by food choice motives. preferring certain products.
Happiness and pricing have been discovered to influence well-being, which in turn
influences customer satisfaction and loyalty. When customers visit sustainable
farmers markets in Taiwan, it has been discovered that social relational capital,
such as the social relationships and psychological sensations produced,
influences their subjective well-being and likelihood to make another purchase
(Tsai, 2019).
Veganism is becoming more popular among South Koreans as their desire
in healthy food grows. An increase in vegan eateries and cafés as well as the
resurgence of traditional Korean temple cuisine are both results of the public's
increased interest in vegan and plant-based cuisine (Han, 2019). In a similar vein,
there are an increasing number of vegan eateries in Singapore (Low, 2019). With
40 eateries that are entirely vegan, the vegan market in Singapore is still in its
infancy. With Singapore is the second most vegan-friendly city in Asia after Taipei,
the last five years have seen the most substantial increase (Koh, 2016). The food
service sector is expanding its vegan and plant-based offerings in response to the
rise in consumer demand for healthier options and foods that are sustainable for
plants.
38
II. Test of Significant Difference
Table 6. Test of Significant Difference of the influence of ethical food
consumption in selected vegetarian restaurants in Los Baños, Laguna in
terms of ethical concerns when they are grouped by profiled variables.
Profile F- p-value Interpretation Decision

value
Age 1.944 .082 Not Significant Failed to Reject
Sex 1.882 .093 Not Significant Failed to Reject
Occupation 2.137 .057 Not Significant Failed to Reject
Monthly Household 2.023 .071 Not Significant Failed to Reject

Income
Civil Status 1.928 .085 Not Significant Failed to Reject
Educational Attainment 3.076 .009 Not Significant Failed to Reject
Significant at p<0.05
Table 6 shows significant difference of the influence of ethical food consumption
in selected vegetarian restaurants in Los Baños Laguna in terms of ethical
concerns when grouped to profile variables. The table revealed that there is no
significant difference in a influence of ethical food consumption when grouped to
profile variables, where the age F-value was 1.944 and p-value was .082, where
sex F-value was 1.882 and p-value .093, the occupation F-value was 2.137 and p-
value .057, monthly household income F-value was 2.023 and p-value .071, civil
status F-value was 1.928 and p-value .085, educational attainment F-value was
3.076 and p-value .009. Therefore, the customers of selected vegetarian
restaurant in Los Baños, Laguna in terms of ethical concern is not affected by age,
sex, occupation, monthly household income, occupation, and educational
attainment.
39
Thinking about ethical eating as a discussion improves in understanding
how systems of thinking structure our dietary beliefs and influence which food-
related concerns are prioritized in the public discourse (Johnston and Baumann,
2010: 38).
terms of food practices and preparation when they are grouped by profiled
variables.

value
Occupation 3.411 .003 Significant Failed to Reject

Income
Table 7 shows the significant difference of the influence of ethical food
consumption in selected vegetarian restaurants in Los Baños Laguna in terms of
food practices and preparation when grouped to profile variables. The table
revealed that there is no significant difference in the influence of ethical food
consumption when grouped to profile variables, where the age F-value was 1.184
and p-value was .321, where sex F-value was 1.555 and p-value .160, the
occupation F-value was 3.411 and p-value .003, monthly household income F-
40
value was 1.120 and p-value .358, civil status F-value was 1.087 and p-value .379,
educational attainment F-value was 2.120 and p-value .050. Therefore, the
customers of selected vegetarian restaurant in Los Baños, Laguna in terms of
ethical concern is not affected by age, sex, occupation, monthly household
income, occupation, and educational attainment.
Fresh produce is linked to economic and environmental sustainability, as
well as health and social issues (Poulstona & Yiua, 2011).
terms of consumer preference and motivation when they are grouped by
profiled variables.

value

Income
Civil Status .886 .509 Not Significant Failed to Reject
consumption in selected vegetarian restaurant in Los Baños Laguna in terms of
consumer preference and motivation when grouped to profile variables. The table
revealed that there is no significant difference in a influence of ethical food

41
consumption when grouped to profile variables, where the age F-value was 1.924
and p-value was .086, where sex F-value was 2.824 and p-value .015, the
occupation F-value was 3.018 and p-value .010, monthly household income F-
value was 1.627 and p-value .149, civil status F-value was .886 and p-value .509,
educational attainment F-value was 1.280 and p-value .275. Therefore, the
customers of selected vegetarian restaurant in Los Baños, Laguna in terms of
ethical concern is not affected by age, sex, occupation, monthly household
income, occupation, and educational attainment.
In other words, consumers' dining choices today heavily depend on
healthier food options. Additionally, diners choose restaurants based on the menu
selections and other reviews from customers (Yan et al., 2015).
consumption in selected vegetarian restaurants in Los Baños Laguna in
terms of socioeconomic when they are grouped by profiled variables.

value
Sex .685 .749 Not Significant Failed to Reject
Monthly Household .769 .669 Not Significant Failed to Reject

Income
42
consumption in selected vegetarian restaurants in Los Baños Laguna in terms of
food practices and preparation and profile of the respondents. The table revealed
that there is no significant difference in a influence of ethical food consumption
when grouped to profile variables, where the age F-value was 2.383 and p-value
was .013, where sex F-value was .685 and p-value .749, the occupation F-value
was 2.346 and p-value .014, monthly household income F-value was .769 and p-
value .669, civil status F-value was 1388 and p-value .194, educational attainment
F-value was 1.528 and p-value .137. Therefore, the customers of selected
vegetarian restaurant in Los Baños, Laguna in terms of ethical concern is not
affected by age, sex, occupation, monthly household income, occupation, and
educational attainment.
According to Darmon and Drenowski, (2015), While there is a lot of
information available on foodies and how they operate less is known about the role
of upmarket cuisine culture as a source of prestige and distinction, about the eating
preferences of people from low-income backgrounds. Foods persons with lower
Socioeconomic buy has been studied in the past and the classification of food
consumption issues, particularly those pertaining to health.
In addition to socioeconomic level and geographic location, ultra-processed
food intake has been linked to a number of important characteristics. Studies
conducted in the past have shown that even the propensity for these correlations
differs depending on the financial level of a nation. People who lived in rural areas,
43
had lower levels of education, and had lower incomes ate more ultra-processed
foods than their counterparts in high-income nations.
Table 10. Test of significant difference of the influence of ethical food
terms of customer delight when they are grouped by profiled variables.

value

Income
Civil Status .735 .599 Not Significant Failed to Reject
Educational Attainment .961 .446 Not Significant Failed to Reject
consumption in selected vegetarian restaurant in Los Baños Laguna in terms of
food practices and preparation and profile of the respondents. The table revealed
that there is no significant difference in a influence of ethical food consumption
when grouped to profile variables, where the age F-value was 1.606 and p-value
was .167, where sex F-value was 1.566 and p-value .178, the occupation F-value
was 3.213 and p-value .010, monthly household income F-value was 2.255 and p-
value .056, civil status F-value was .735 and p-value .599, educational attainment
F-value was .961 and p-value .446. Therefore, the customers of selected
vegetarian restaurant in Los Baños, Laguna in terms of ethical concern is not

44
affected by age, sex, occupation, monthly household income, occupation, and
educational attainment.
According to Torres and Ronozini (2018), Customer Delight conducted out
a thorough assessment of the research on customer satisfaction and the
establishment of many operational controls to identify its occurrence. These
measurements, which include feelings happiness, excitement, exhilaration,
jubilation, and joy, requirements (justice, security, self-esteem, pleasure and
arousal that really is positive.
V. Test of Significant Relationship
Table 11. Test of significant relationship between the influence of ethical
food consumption in the selected vegetarian restaurant and the customer
delight of the respondents.
Customer Delight R-value p-value Interpretation Decision
Ethical Concern .579 .000 Not Significant Failed to Reject
Food Practices and .500 .000 Not Significant Failed to Reject

Preparation
Consumer .571 .000 Not Significant Failed to Reject

Preference and
Motivation
Socioeconomic .420 .000 Not Significant Failed to Reject
45
Table 11 shows the test of significant relationship between influence of
ethical food consumption in selected vegetarian restaurant in Los Baños, Laguna
and the customer delight of the respondents, revealed that in terms of ethical
concern R-value was .579 and p-value .000, food practices and preparation R-
value was .500 and p-value .000, consumer preference and motivation R-value
was .571 and p-value .000, socioeconomic R-value was .420 and p-value .000.
Leftovers are a common food consumption habit that is socially and ethically
contentious and reflects consumer subjectivity. This article begins with the
methods of surviving on a surplus of food. As a result, our perspective is based on
the requirement of maintaining excess production (Valkonen et al., 2019).
There are a few situations where the results of repurchase intentions don't
turn out as expected. For instance, Liu and Keh (2015) found a correlation between
happy customers and improved brand impression and decreased switching
intentions. Higher repurchase intentions have been consistently and favorably
linked to customer satisfaction Bartlet al. (2013).
According to several research that have examined joy Bartl et al., (2013)
Crotts & Magnini, (2011) Kim & Mattila, (2013), one must be surprised in order to
feel delighted. The intersection of this viewpoint is the customer's response is
amplified by the surprise, bringing about a mood of joy. On the other hand, other
study claims that even in the absence of surprise, joy can still happen. For
instance, according to some study, surprise is not "necessary" to experiencing joy

Chapter 5
SUMMARY OF FINDINGS, CONCLUSION, AND RECOMMENDATION
Summary of Findings
1. Majority of the respondents belonged to the business professional, forty-eight to
fifty-three years old, female, married, with a family income of 25,001 and above,
and educational attainment of college graduates.
2. The perspective of vegetarian restaurant customers in the influence of ethical
food consumption in terms of ethical concern have an overall assessment of
“Strongly Agree” highest mean includes “The restaurant helps local farmers.” and
“Restaurants use local ingredients and environmental-friendly materials.” On the
other hand, lowest mean includes “The restaurant provides food product that helps
to promote rapid growth in the environment sector.” In terms of food practices and
preparation have an overall assessment of “Strongly Agree” highest mean includes
“Restaurant includes delicious plant-based food recipes and creative drink
options.” On the other hand, lowest mean includes “Supplies and other ingredients
are bought from local farmers within the area.” In terms of consumer preference
and motivation have an overall assessment of “Strongly Agree” highest mean
includes “The food taste and looks like real meat products but are all plant-based.”
On the other hand, the lowest mean includes “Food served in the restaurant are
low in sugar, sodium, starches, and bad fats.” In terms of socioeconomic have an
overall assessment of “Strongly Agree” highest mean includes “The vegetarian
menu items served by the restaurants are recognizable.” On the other hand, the
47
lowest mean includes “Vegetarian menu items are much affordable and profitable
than regular menu items.”
3. The evaluation in the customer delight is “Strongly Agree” with a mean 3.726. 4
The difference between the influence of ethical food consumption in selected
vegetarian restaurant in Los Banos Laguna. The significant in terms of food
practices and preparation are occupation.
5. The relationship between the influence of ethical food consumption in selected
vegetarian restaurant in Los Banos Laguna are all not significant in terms of age,
sex, civil status, monthly household income, occupation, and educational
attainment.
Conclusion
1. The hypothesis states that there is no significant difference between the
influence of ethical food consumption in selected vegetarian restaurant in Los
Baños, Laguna when they are grouped to profile variables is accepted.
2. The hypothesis states that there is no significant relationship between the
influence of ethical food consumption in selected vegetarian restaurant in Los
Baños, Laguna and the customer delight of the respondent is not significant in
terms of ethical concern, food practices and preparation, consumer preference
and motivation and socioeconomic.
Recommendations
1. The researchers may suggest to the vegetarian restaurant to try new concept
and design, it can also fit to those customers who loves to experience different
ethical environment.
48
2. The researchers may suggest to the vegetarian restaurant to have a different
variety of ethical music.
3. The researchers may suggest to improve the presentation of the food to make
it more appetizing to the eye of the customers.
4. The researchers may suggest to use local ingredients and environmentally
friendly materials.
5. The researchers may suggest to make more persuasive promotion or
promotional materials like videos, tarpaulin and poster to encourage more
customers
6. The researchers may suggest to the vegetarian restaurant to try a having been
seen plant-based menu that can be new to the eye of the customer that can give
them a newly experienced.
7. The researchers may suggest to make the schedule time of their open hour,so
that they can improve the abidance and make it longer that the customer can stay
longer.
8. The researchers may suggest the price of the food in vegetarian restaurant
should consider as affordable for lower middle class who wants to eat in their
restaurant.
9. The researchers may suggest to provide direction on how to go in their
restaurant to have an easy access the place by the customer.
10. The researchers may suggest the vegetarian restaurant to train the staff. They
may also conduct training about different types of vegetarian diet.
11. The vegetarian restaurant may use reusable packaging for their food products.
12. The vegetarian restaurant may use different ethical products such as hand
sanitizer and hand soap.
13. The vegetarian restaurant may put the ingredients of food in the menu so that
the customer will tend to see the benefits of the ingredients.
14. The vegetarian restaurant may guide the local farmers to be the supplier of
the restaurant.
49
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55
APPENDIX A
Questionnaire
56
57
58
APPENDIX B
Reliability Test
Ethical Concern
Cronbach's Alpha Based
on
Cronbach's Alpha Standardized Items N of Items
.675 .672 5
Food Practices and Preparation
Reliability Statistics

on
.791 .803 5
Consumer Preference and Motivation

on
.741 .745 5
59
Socioeconomic

on
.815 .812 5
Customers Delight

Cronbach's Alpha on Standardized Items N of Items
.704 .758 5
60
APPENDIX C
TABULATION AND COMPUTATION
Age of the respondents
Valid Cumulative
Frequency Percent Percent Percent
Valid 18-23 years old 13 13.7 13.7 13.7
24-29 years old 11 11.6 11.6 25.3
30-35 years old 12 12.6 12.6 37.9
36-41 years old 12 12.6 12.6 50.5
42-47 years old 9 9.5 9.5 60.0
48-53 years old 27 28.4 28.4 88.4
54-59 years old 10 10.5 10.5 98.9
60-65 years old 1 1.1 1.1 100.0
Total 95 100.0 100.0
Sex of the respondents
Valid Cumulative
Valid Male 44 46.3 46.3 46.3
Female 51 53.7 53.7 100.0
Total 95 100.0 100.0

61
Occupation of the respondents
Valid Cumulative
Valid Medical Services 7 7.4 7.4 7.4
Education 7 7.4 7.4 14.7
Government 8 8.4 8.4 23.2

Employee
Educator 15 15.8 15.8 38.9
Business 46 48.4 48.4 87.4

Professional
Student 12 12.6 12.6 100.0
Total 95 100.0 100.0
Monthy Household Income of the respondents
Valid Cumulative
Valid 10,000-15,000 9 9.5 9.5 9.5
16,001-20,000 4 4.2 4.2 13.7
20,001-25,000 9 9.5 9.5 23.2
25,001 and above 72 75.8 75.8 98.9
5 1 1.1 1.1 100.0
Total 95 100.0 100.0

62
Civil Status of the respondents
Valid Cumulative
Valid Single 73 76.8 76.8 76.8
Married 19 20.0 20.0 96.8
Separated 3 3.2 3.2 100.0
Total 95 100.0 100.0
Educational Attainment of the respondents
Valid Cumulative
Valid High School 1 1.1 1.1 1.1

Graduate
Undergraduate 11 11.6 11.6 12.6
College Graduate 50 52.6 52.6 65.3
Masteral Degree 28 29.5 29.5 94.7
Doctorate Degree 5 5.3 5.3 100.0
Total 95 100.0 100.0

63
ANOVA
Sum of Sig
Squares df Mean Square F
Age of the Between Groups 45.641 6 7.607 1.944 .082

respondents
Within Groups 344.295 88 3.912
Total 389.937 94
Sex of the Between Groups 2.686 6 .448 1.882 .093

respondents
.
Within Groups 20.935 88 .238
Total 23.621 94
Occupation of Between Groups 23.571 6 3.929 2.137 .057

the respondents
Total 185.326 94
Monthy Between Groups 10.612 6 1.769 2.023 .071

Household
Income of the
respondents
Total 87.537 94
Civil Status of Between Groups 2.837 6 .473 1.928 .085

the respondents
Total 24.421 94
Educational Between Groups 10.737 6 1.790 3.076 .009

Attainment of the
respondents
Total 61.937 94
64
ANOVA
Sum of Sig

respondents
Total 389.937 94

respondents
Total 23.621 94
Occupation of Between Groups 39.914 7 5.702 3.411 .003

the respondents
Total 185.326 94
Monthy Between Groups 7.236 7 1.034 1.120 .358

Household
Income of the
respondents
Total 87.537 94
Civil Status of Between Groups 1.964 7 .281 1.087 .379

the respondents
Total 24.421 94
Educational Between Groups 9.025 7 1.289 2.120 .050

Attainment of the
respondents
Total 61.937 94
65
ANOVA
Sum of Sig

respondents
Total 389.937 94

respondents
Total 23.621 94
Occupation of the Between Groups 31.626 6 5.271 3.018 .010
respondents
Total 185.326 94
Monthy Household Between Groups 8.742 6 1.457 1.627 .149

Income of the
respondents
Total 87.537 94
Civil Status of the Between Groups 1.391 6 .232 .886 .509

respondents
Total 24.421 94
Educational Between Groups 4.973 6 .829 1.280 .275

Attainment of the
respondents
Total 61.937 94
66
ANOVA
Sum of Sig
respondents
Total 389.937 94
Sex of the Between Groups 1.967 11 .179 .685 .749

respondents
Total 23.621 94

respondents
Total 185.326 94
Monthy Household Between Groups 8.101 11 .736 .769 .669

Income of the
respondents
Total 87.537 94
Civil Status of the Between Groups 3.794 11 .345 1.388 .194
respondents
Total 24.421 94
Educational Between Groups 10.429 11 .948 1.528 .137

Attainment of the
respondents
Total 61.937 94
67
ANOVA
Sum of Sig

respondents
Total 389.937 94

respondents
Total 23.621 94
respondents
Total 185.326 94
Monthy Household Between Groups 9.844 5 1.969 2.255 .056

Income of the
respondents
Total 87.537 94
Civil Status of the Between Groups .968 5 .194 .735 .599

respondents
Total 24.421 94
Educational Between Groups 3.173 5 .635 .961 .446

Attainment of the
respondents
Total 61.937 94
68
APPENDIX D
COMMUNICATION LETTER
69
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THE INFLUENCE OF ETHICAL FOOD CONSUMPTION

IN SELECTED VEGETARIAN RESTAURANTS

Republic of the Philippines

College of Hospitality Management and Tourism

The thesis entitled THE INFLUENCE OF ETHICAL FOOD

To Ms. Lorena H. Garcia, for providing them with crucial supervision,

support, and assistance during the duration of our research study.

To Dr. Ninevetch Grace O. Marco, Assoc. Dean of the College of

Hospitality Management and Tourism;

To their dearest panelists, Dr. Marjorie N. Murillo. Mr. Adrian M.

person in the realization of this study.

To their respondents, the customers of Vraja Cuisine and Satya Graha

participation and allowing the research study to be completed smoothly.

To their dearest parents, Mrs. Marites M. Aliazas and Mr. Jessie A.

unwavering support throughout the research study's development.

source of inspiration and strength when we wanted to give up;

advice and inspiration to complete our studies;

guidance from the beginning to the end;

to him. We value your leadership, strength, intelligence, wisdom, protection, and

skills. We make these available to all of you.

The purpose of this article is to examine the food practices in a vegetarian

determine the influence of ethical food consumption in selected vegetarian

restaurants in Los Baños, Laguna. The respondents were composed ninety-five

the significant components influence of ethical food consumption in vegetarian

restaurant in terms of ethical concern, food practices and preparation, consumer

preference and motivation and socioeconomic.

Keywords: Ethical concern, Vegetarian, Food consumption

Chapter 1. THE PROBLEM AND ITS BACKGROUND

Background of the Study …………………………………………………3

Theoretical Framework …………………………………………….….....6

Conceptual Framework ………………………………………………….6

Research Paradigm ………………………………………………….......7

Statement of the Problem ………………………………………….........8

Hypotheses ………. ………………………………………………….......9

Significance of the Study …………….……………………………….....9

Scope and Limitations of the Study …..………………………………..10

Definition of Terms ……………….………………………………………10

Chapter 3. RESEARCH METHODOLOGY

Research Design …………………………………………………..………23

Population and Sampling Technique ………………………………..…..23

Research Procedure ………………………………………………...........24

Research Instrument ……………………………………………..…….....24

Statistical Tool ………………………………………………………..…....25

Chapter 4. PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

Profile of the Respondents………………………………………….….….26

Evaluation of the Influence of Ethical Food Consumption in selected

Vegetarian Restaurants in Los Baños,

Test of Significant Difference……………………………………………....39

Test of Significant Relationship……………………………………….……45

Chapter 5. SUMMARY OF FINDINGS, CONCLUSION AND

Summary of Findings …………….…………..……………….…………..47

2. Distributions of the Respondents in Terms of Age……………………..24

3. Distributions of the Respondents in Terms of Sex………………...……27

4. Distributions of the Respondents in Terms of

5. Distributions of the Respondents in Terms of Monthly Household

6. Distributions of the Respondents in Terms of Civil Status……….……30

7. Distributions of the Respondents in Terms of

Table Title Page