Gurmeet Kaur Matharu | The Vegan Society

Gurmeet Kaur Matharu

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Gurmeet Kaur Matharu
Southern Cross University, Australia

I’m a second-year PhD candidate, thesis titled ‘Understanding the consumer behaviour towards plant-based foods: An application of capability, opportunity, motivation and behaviour (COM-B) model in an Australian context’. My PhD research uses a mixed-methods approach (online surveys and focus groups) to collect data from Australian consumers to examine their behaviours towards vegetarian/plant-based (PB) foods. My thesis is based on a Theoretical domains framework, particularly on the COM-B model, to understand the relationship between factors influencing PB foods behaviours. Also, my research will provide a profile of Australian PB foods buyers by dividing them into different consumer dietary types, such as vegetarians, lacto-vegetarian, lacto-ovo-vegetarians, pesco-vegetarians and vegans.

In 2019, I completed my Masters by Thesis, titled ‘Factors influencing buying behaviour of organic food: An empirical study of young consumers in India’ from Southern Cross University. My key areas of interest include consumer behaviour, marketing, organic foods, vegetarianism, plant-based foods, and sustainable diets. Being a lacto-vegetarian, mother of three children, and having a passion for cooking vegetarian/vegan foods lead me to these research topics.

I have worked as a Research Assistant on several projects at Southern Cross University, mainly data collection, quantitative data analysis using SPSS and designing an online survey in ‘Qualtrics’ and writing findings. I have also worked as a Casual Academic for the Marketing Principles unit. I have published some conference papers in an internationally reputed marketing conference, ‘Australian and New Zealand Marketing Academy Conference (ANZMAC)’. Below is my published work to date: 

  • Matharu, G, von der Heidt, T & Sorwar, G 2017, ‘Factors influencing buying behaviour of organic food products’, in L Robinson, L Brennan & M Reid (eds.), Australian and New Zealand Marketing Academy Conference (ANZMAC) 2017: Marketing for Impact, RMIT University, Melbourne, 4-6 Dec 2017, pp. 131-136, https://anzmac.wildapricot.org/2017-Conference-Proceedings
  • Matharu, G, von der Heidt, T & Sorwar, G 2018, ‘Antecedents of organic food products intention and behaviour', in J Conduit, C Plewa & D Wilkie (eds.), Australian and New Zealand Marketing Academy Conference (ANZMAC) 2018: Connect Engage Transform, University of Adelaide, Adelaide,   3-5 Dec 2018, pp. 174-177, https://anzmac2018.com/wp-content/uploads/2018/11/ANZMAC2018-Proceedings.pdf
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