Prevent html encoding when using JsonConvert

Question

I have a c# object that I'm converting to Json. However, my quotation marks " are being encoded into html ", which causes problems. For example,

{"id":1,"parent":"#","text":"Root"}

is being turned into

{"id":1,"parent":"#","text":"Root"}

Code:

<script type="text/javascript">
    $('#jstree_demo').jstree({
        'core': {
            'data': [
                @Newtonsoft.Json.JsonConvert.SerializeObject(object)
            ]
        }
    });
</script>

How can I stop / fix this?

Any help is greatly appreciated.