Every year, Thai people celebrate a vegetarian festival. The celebrations take place during the period of the ninth lunar month. The origins of the Vegetarian Festival are Chinese, to worship to the nine Emperor Gods by avoiding product from meat, and strong smelling vegetables. This report is aim to provide information on Thai citizen’s reaction for this year vegetarian festival.

1. Vegetarian Festival
in Thailand 2016
Date: October 2016

2. 2
Research Method Online research
Fieldwork Period 15 - 30 Sept , 2016
Research Area Thailand (Nationwide)
Sample Size 500 samples, aged over 16 years old
Quota
Number of Questions 4 Screening questions and 17 Main questions
Research Design
Male Female Total
17 – 23 years old 50 50 100
24-30 years old 50 50 100
31-37 years old 50 50 100
38-44 years old 50 50 100
Over 45 years old 50 50 100
Total 250 250
500

3. UNIT: %
50.050.0
Male Female
25.0
25.0
25.0
25.0
25.0
17-23 years old 24-30 years old
31-37 years old 38-44 years old
More than 45 years old
Gender Age
Respondent Profile
N = 500
3

4. 53.6
11.0
14.0
7.2
2.0
6.4 5.8
Greater
Bangkok
North Region North East
Region
East Region West Region South Region Central Region
Personal Monthly Income
Living Area
Respondent Profile
13.0
26.4
15.4 15.4
12.4 12.8
1.8 1.2 1.6
Less than
7,500 THB
7,501 - 18,000
THB
18,001 -
24,000 THB
24,001 -
35,000 THB
35,001 -
50,000 THB
50,001 -
85,000 THB
85,001 -
160,000 THB
More than
160,000 THB
I do not
know/ I
refuse to
answer
N = 500
UNIT: %
4

5. Q1. Please tell us when did you start participate in Vegetarian Festival ? [SA]
16.0
30.0
15.0
17.0
5.0
16.0
Just start to join
last year
Joined 2-4 years
ago
Joined 4-8 years
ago
Joined 8-10 years
ago
Since I can
remember
I never joined
vegan festival
WHEN DID YOU START JOINING THE VEGETARIAN FESTIVAL ?
30.0% of the respondents “have joined the Vegetarian Festival for 2-4 years”
which counts as 30.0% of all respondents. While 16.0% said they never join
Vegetarian Festival.
N = 500
UNIT: %
5

6. Q2. Please tell us in this upcoming vegetarian festival, are you going to join ? [SA]
76.0
24.0
83.0
17.0
Participate Didn't participate
Male Female
By Gender
In 2016, 83.0 % of females are going to join the vegetarian festival, while 76.0
% of males are joining.
ARE YOU GOING TO JOIN THE VEGETARIAN FESTIVAL THIS YEAR ?
N = 500
UNIT: %
6

7. Q2. Please tell us in this upcoming vegetarian festival , are you going to join ? [SA]
65.0
35.0
86.0
14.0
85.0
15.0
84.0
16.0
78.0
22.0
Participated Didn't participate
17-23 years old 24-30 years old 31-37 years old 38-44 years old More than 45 years old
By age
From the surveyed people, the respondents ages between 24 – 30 years old are the biggest
age group that are going to join Vegetarian Festival this year (86.0%), followed by the
respondents ages 31 – 37 years old in which is 85.0% said they will participate.
ARE YOU GOING TO JOIN THE VEGETARIAN FESTIVAL THIS YEAR ?
N = 500
UNIT: %
7

8. Q3. Please tell us how many member in your family joining the vegetarian festival? [SA]
8
49.0
38.0
8.0
5.0
1-2 people 2-4 people More than 5 people No one in family join the
vegan festival
HOW MANY MEMBERS IN YOUR FAMILY
JOINING THE VEGETARIAN FESTIVAL ?
According to our respondents, Most respondents have 1-2 people in their
family are joining the vegetarian festival (49.0%), followed by “2-4
people” (38.0%) and “more than 5 people”(8.0%), respectively.
N = 398
UNIT: %
8

9. Q4. Please tell us how many days do you intend to join vegetarian festival ? [SA]
9
74.0
9.0
15.0
3.0
9 days (Throughout the
Festival)
6-8 days 3-5 days 1-2 days
PERIOD OF TIME YOU INTEND TO JOIN
THE VEGETARIAN FESTIVAL ?
74.0% of respondents intend to consume vegetarian food
throughout the festival (9days), 15.0% said they will join for 3-5
days, “6-8 days” (9.0%), and “1-2days” (3.0%), respectively.
N = 398
UNIT: %
9

10. TOP 5 WHEN TALKING ABOUT VEGETARIAN FESTIVAL
37.0
24.0
14.0
7.0 6.0
Yellow flag with a
red Chinese
character
Food that made
from flour, tofu,
vegetables
Vegetarian
almshouse
Textured vegetable
protien
China town
(Yaowarat)
10
Q5. Please tell us when talking about vegetarian festival , what is the first thing that pops up in your mind ? [SA]
37.0% said “Yellow flag with a red Chinese character” first comes to mind when mentioning
“Vegetarian Festival” followed by Food that made from tofu, flour and vegetables(24.0%) and
Vegetarian almshouse (14.0%)
N = 398
UNIT: %
10

11. TOP 5 REASONS OF JOINING VEGETARIAN FESTIVAL
62.0
56.0
43.0
37.0
27.0
For better health Make merit Want to reduce animal
health
Have been joining for
many years
Join the festival
11
Q6. Please tell us why are you joining the vegetarian festival ? [MA]
The main reason why respondents are joining the vegetarian festival is for the sake of their health
(62.0%). Other reasons for joining includes making merit (56.0%), want to reduce animal death
(43.0%), have been joining for many years (37.0%) and want to join the festival(27.0%), respectively
N = 398
UNIT: %
11

12. Q7. Please tell us what vegetarian menu that remind you of vegetarian festival the most?[SA]
12
6.0
9.0
10.0
17.0
33.0
Chinese vegetable stew
Fried snacks eg. Tofu etc
Vegan Stir-fry with holy basil
Stir-fried mixed vegetable
Stir-fried noodles
TOP 5 VEGETARIAN MENU
Stir-fried noodles is the first menu 33.0% of the respondents think of when talking
about vegetarian food. Followed by Stir-fried veggies (17.0%), Vegan stir-fry with holy
basil topped with rice (10.0%).
1 2
3 4 5
N = 398
UNIT: %
12

13. 13
70.0
5.0
25.0
Ready-to-eat product Frozen food Cook for yourself
TYPE AND PLACE OF VEGETARIAN FOOD THAT
CONSUMED AND PURCHASED THE MOST
Q8. Please tell us what kind of vegetarian food that you consume the most ? [SA]
Q9. Please tell us where do you usually purchase ready-to-eat vegetarianfood? [MA]
62.0
57.0
46.0 43.0
32.0
Grocery store Fresh market Convenient
store
Supermarket Department
store
When vegetarian festival, most of people
consume vegetarian food by purchasing ready-
to-eat products (70.0%). Followed by frozen food
(25.0%) and cook for themselves (5.0%).
62.0% of the surveyed respondents purchase
ready-to-eat products from the grocery stores.
N = 398
UNIT: %
13

14. Q10. Please tell us where do you usually purchase ready-to-eat vegetarian food?[MA]
14
TOP 5 FROZEN FOOD BRAND
The Top 3 frozen food brand purchased by respondents are CP
(75.0%), EZYGo (65.0%) and 7Fresh (50.0%).
75.0
65.0
50.0
35.0 35.0
UNIT: %
14

15. 15
Q13. Please tell us the average cost of vegetarian food that you've spend per meal[SA]
HOW MUCH DID YOU SPEND ON VEGETARIAN
FOOD PER MEAL ?
16.0
52.0
23.0
8.0
Less than 50 THB 51-100 THB 101-200 THB 201-300 THB
52.0% of the respondents spent around 51-100THB on vegetarian
food (per meal). Whereas 23.0% are willing to spend up to “101-
200 THB” for a vegetarian meal.
N = 298
UNIT: %
15

16. 16
Q14. Please tell us the reasons why you choose to purchase ready-to-eat vegetarian food?[MA]
71.0
67.0
54.0
40.0 39.0
Easy to purchase Price is suitable for
quality and quantity
Good taste Various price range Have various choices
to choose
TOP 5 REASONS TO BUY READY-
TO-EAT VEGETARIAN FOOD
The top 3 reasons people choose to buy ready to eat vegetarian food because
it is easy to purchase (71.0%), suitable price when compared to quantity
(67.0%) and “Good taste” (54.0%).
N = 298
UNIT: %
16

17. 17
Q15. Please tell us in your opinion, how the vegetarian food cost is tend to be like comparing to last year(2015) ?[SA]
76.0
23.0
1.0
Increase from last year Equal as last year Decrease from last year
According to respondents who had joined vegetarian festival in the
previous years said that the vegetarian food cost will increase when
compared to 2015 (76.0%) while 23.0 % said the price will be same as
previous year and only 1.0% said the price will decrease.
WHAT IS YOUR OPINION ON THE COST OF VEGETARIAN
FOOD WHEN COMPARED TO LAST YEAR (2015) ?
UNIT: %
N=289
17

18. 18
93.0
6.0
Continue to join Not decided yet
Q16. Please tell us are you continue to join vegetarian festival next year (2017) ?[SA]
93.0% of those who joined this year’s festival said they will join Vegetarian
Festival next year, others (6.0%), said they haven’t made up their mind.
WILL YOU JOIN “VEGETARIAN FESTIVAL” NEXT
YEAR (2017)?
UNIT: %
N= 398
18

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