s the organisation has further divided them into categories: companion animals, vegetarianism, animals used for clothing, animal testing, and animals used for entertainment. Their print ads is composed of famous Hollywood stars that are vocal and committed members of the organisation such as Alicia Silverstone, Pamela Anderson, Eva Mendez, Sophie Monk and many others. The print ad used is for the vegetarianism category by Cloris Leachman wearing a gown of violet and green cabbage (www.peta.org 2009). The vegetarianism category is chosen based on several empirical studies included in the essay that was able to establish that health issues and environmental concerns affect consumer behaviour and are important factors for British consumers.
A study determined the factors that affect the behaviour of vegetarians by conducting an online survey to respondents located in the United Sates, Canada and United Kingdom. The results showed that majority of the respondents are committed to environmental issues, while some for dietary and health reasons. There are also a few who intends to lose weight (Fox and Ward 2008).
Studies showed that consumers have low consumption of meat, even those produced in a responsible way. By conducting the study they were able to determine the relationship between consumer behaviour and personal values. The study specifically determined that consumers who eat or consume less meat or none at all demonstrated values such as: controlled, not risk takers, reflective, and value a good conscience. The study found out that values affects and influences consumer behaviour although the universality of the result is still weak and questionable. Lastly, the study determined that consumers who value taste the most are less concerned with security and safety and they have an open mind on their food options (de Boer, Hoogland, and Boersema 2007).
A study also evaluated the effect or appeal of nutritional values added in food products on consumer behaviour.