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The Humane League - HiddenFaceOfFood.com Facebook Ads Survey - Fall 2011

 
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Short Description:
This survey followed up on people who visited The Hidden Face of Food website and either "liked" a video that promotes veganism or ordered a vegetarian starter kit. The survey suggests that, for each respondent who "liked" the video or ordered a vegetarian starter kit, about one new vegetarian and two new meat reducers are generated. Please note that due to the survey population and methods, respondents are likely skewed toward those who were already interested in vegetarianism.

Abstract:
HiddenFaceOfFood.com is a simple website that features Farm to Fridge, a video with footage from animal industries that produce food. There are three links that people can follow from this page--to "share" on Facebook, order a free starter pack, or to learn more. Site visitors can also "like" the page via a Facebook plugin. Surveys were given to site visitors who either "liked" the page/ video or who ordered a vegetarian starter kit.
Among those respondents who "liked" the page:
  • 67% reduced or eliminated red meat, with 29% eliminating red meat entirely
  • 69% reduced or eliminated chicken, with 29% eliminating chicken entirely
  • 53% reduced or eliminated fish, with 34% eliminating fish entirely
  • 67% reduced or eliminated eggs, with 20% eliminating eggs entirely
  • 53% reduced or eliminated dairy, with 9% eliminating dairy entirely
  • 29% increased consumption of vegetarian meat substitutes
  • 34% increased consumption of dairy substitutes
Among those respondents who ordered a vegetarian starter kit:
  • 79% reduced or eliminated red meat, with 50% eliminating red meat entirely
  • 80% reduced or eliminated chicken, with 36% eliminating chicken entirely
  • 53% reduced or eliminated fish, with 31% eliminating fish entirely
  • 61% reduced or eliminated eggs, with 23% eliminating eggs entirely
  • 52% reduced or eliminated dairy, with 16% eliminating dairy entirely
  • 70% increased consumption of vegetarian meat substitutes
  • 46% increased consumption of dairy substitutes

The link below will begin an automatic download of the PDF version of this report.


Spot Check Number: 1992
Sponsor: The Humane League
Researcher/Author: The Humane League
Animal Type: Farm Animals
Research Method: Online Survey
Geographic Region: United States National, Worldwide
Number of Participants: 104
Year Conducted: 2011
File Attachments: You must be logged in to access attachments (see login and registration links above)

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