Cluster Analysis
Since mid-range responses often fail to express satisfyingly the opinion of surveyed persons (especially when the responses in the middle of the scale are very similar), it is necessary to take into account the data structure. Therefore we have also performed a cluster analysis, in which we distributed the subjects into groups that are homogenous within themselves, i.e. they have given similar responses.
The analysis has resulted in two different groups, within which the interrogated persons gave very similar responses to the given statements. That does not mean that all of the 1,000 subjects gave similar responses, but that each of these two groups has its own specific opinion.
These group characteristics can be presented as follows:
Group 1 (60.1% of surveyed persons)
- more than the average have heard of all activities organized by Animal Friends
- more than the average recognize all activities of the organization
- they are or might become vegetarians
- more than the average are young (15-59 years of age)
- they are educated (professional training or university degree)
- they have an average income of 3,000-7,000 kn or 9,000 kn and more
- they live in the following counties: Zagrebacka and Zagreb, Krapinsko-zagorska, Karlovacka, Koprivnicko-krizevacka, Primorsko-goranska, Sibensko-kninska, Vukovarsko-srijemska, Brodsko-posavska, Dubrovacko-neretvanska, Zadarska, and Osijecko-baranjska
- more than average agree with the following statements:
- I would prefer buying products that have not been tested on animals
- Animal abusers should be punished and even sentenced to prison if necessary
- Meat industry is related to cruelty against animals
- Vegetarianism is a healthy way of life
- Wearing fur is outrageous and unethical
- Croatia should improve its offer of vegetarian products
- I would buy vegetal escaroles and patés if they were more affordable
- One should eat less meat or meat products
- Cosmetic products should have a clear indication as to whether they have been tested on animals
- Animal testing is unethical and should be banned
- Croatia should ban breeding animals for fur
- In shops, vegetal escaroles and patés should be displayed along with those made of meat
- All products should have an indication as to whether they are suitable for vegetarians/vegans
- I would buy vegetal milk if it were more affordable
- Vegetarians have the right to a vegetarian meal in public institutions
- The number of vegetarians in Croatia is steadily increasing
Group 2 (39.9% of interrogated persons)
- less than the average have heard of all activities organized by Animal Friends
- less than the average recognize all activities of the organization
- more than the average are elderly (60 and more years of age)
- they have basic education (primary or secondary school)
- their household income is less than 3,000 kn or 7,000-9,000 kn
- they live in the following counties: Sisacko-moslavacka, Varazdinska, Bjelovarsko-bilogorska, Licko-senjska, Viroviticko-podravska, Splitsko-dalmatinska, Pozesko-slavonska, Istarska, and Medjimurska
- they do not support vegetarianism or else support it, but could not become vegetarians themselves
- more than the average believe that becoming a vegetarian means having to buy food that is more expensive
- more than the average believe that becoming a vegetarian implies great sacrifices
