The aim of the paper is to present preliminary findings of a work-in-progress research on vegetarianism and veganism. In specific, the objectives of this study are: (1) to identify motivations for dining in a vegetarian/vegan restaurant; (2) to determine the environmental-friendly behaviour by vegetarians/vegans; (3) to identify the level of satisfaction with the specific vegetarian/vegan restaurant and the revisit intention with the same product category (vegetarian/vegan restaurant s in general) and positive word of mouth. A survey is conducted in vegetarian and vegans restaurants, involving both omnivorous and vegetarian/vegan diners. The use of a self-administered questionnaire has allowed data collection on attitudes and behaviours related to both vegetarian/vegan food experience and being vegetarian/vegan as a lifestyle. Preliminary analyses show that the main motivational factors related to vegetarianism and veganism deal with ethical motives, sustainability and caring for living beings. Nonetheless, controversy results appear in sustainable behaviours aside food choice. A high level of satisfaction and loyalty with the specific restaurants and the product category suggest a positive experience by the overall sample. Implications for marketing managers regard an extended potential market for vegetarian/vegan restaurants, while insights on embracing vegetarianism/veganism as a gradual process may help both practitioners and policy makers in developing transformational strategies. Due to the exploratory aim of the research, limitations on setting must be acknowledged.
