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Choosing Meat Substitutes: The Power of Packaging when Marketing Towards a Sustainable Future

Urang, Julia Fredrikke Salicath; Johnsen, Johanne Riise
Master thesis
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URI
https://hdl.handle.net/11250/2687452
Date
2020
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  • Master of Science [1823]
Abstract
The meat consumption of the modern world is slowly eating away at our planet’s

natural resources. Consumer awareness and governmental regulations surrounding

more sustainable food production, has created an area of innovation for products

that are meant to replace meat in the diet. Meat substitutes are entering the market

in a rapid pace but are yet to gain consumers’ acceptance and share of wallet. The

purpose of this study is to determine how to take advantage of visual stimuli on

product packaging to increase purchase intention for this relatively new and

unexplored food category.

An experimental survey using a within-subjects factorial design was selected to

investigate drivers behind purchase intention and the participants’ belief in the

environmental friendliness of meat substitutes, as well as the effect of

environmental involvement. The results show that using the color green on

product packaging is an important driver for both environmental belief and

purchase intention for meat substitutes. There is a striking difference between men

and women in terms of intent to purchase but they have similar beliefs in

environmental friendliness of meat substitutes. Participants with different levels of

environmental involvement portray contrasting behaviors in relation to the belief

in the environmental friendliness of meat substitutes and intent to purchase. The

study also suggests that the belief in environmental friendliness of meat

substitutes do not mediate the relationship between visual stimuli on the product

package, gender and purchase intention.

The study provides insight into future directions for marketing managers of meat

substitutes. The results indicate that a sustainability approach to marketing of

meat substitutes will only be effective for some groups of consumers. The thesis

contributes with an understanding of consumers perception of marketing tools

used on product packaging, and recommendations on how to take advantage of

these tools.
Description
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2020
Publisher
Handelshøyskolen BI

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