Marlene’s research is now available as printed publication via lulu.com.
Conscious nutrition is becoming increasingly popular. In the USA about 1.1% of the population live a vegan lifestyle. For industry a notable new target group has developed. It can be observed that these novel customers have specific functional, emotional and social needs concerning their products and facilities, which are currently not addressed by industry sufficiently. With the help of two empirical studies the specific needs of flexitarians, vegetarians and vegans for kitchen design are investigated. Based on current literature several qualitative shadowing visits and a quantitative online survey with 232 participants, who practice conscious nutrition, were conducted. Characteristics and motives for their different lifestyles, preferences concerning kitchen equipment, material and appearance as well as new requirements are identified. The study is aimed to provide a comprehensive information base of this new target group helping designers, developers and manufactures to create proper solutions