University of Twente Student Theses


Individual motivation for dairy products consumption in the city of Leeuwarden

Ramesh, R. (2018) Individual motivation for dairy products consumption in the city of Leeuwarden.

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Abstract:Agriculture is often seen as the sector that is highly affected by the ongoing climate changes. But, rarely is there an emphasis on seeing the situation the other way around. Despite continuous research agriculture has never been in the spotlight as the major contributor to global warming as it is vital to support the daily nutrition needs of the population. However, the global trend over the years has shown an inclination to animalbased diet over plant-based diet. This has led to increased demand for animal-based food products and has further added immense strain on the depleted natural resources such as soil and water. The research aims to understand the key motivators of consumers towards their dietary choices and seeks to understand the factors that will aid in limiting the current dairy based dietary choices. The integration of planned behavior theory, norm activation theory and protection motivation theory will be used to analyze a paper – pencil-based questionnaire study filled by adult inhabitants in the city of Leeuwarden (The Netherlands). Understanding the key factors influencing consumer’s dairy product consumption, their awareness of the environmental impact resulting and their willingness to make a shift from their existing consumption pattern is the key objective of this research. Desk research will highlight the idea of water food print in food consumption pattern and the resulting impact on the environment. Pencil – paper-based questionnaire will be used to gather the necessary data, frameworks shaped around the popular consumer behavior theories will aid in analyzing and identify the underlying reasons that prevent the transition. It will also seek to find the best fitting theory to explain the primary factor that has people inclined to a dairy intensive diet. Based on the overall outcome and similar studies held in the past changes that can be made at every possible level shall be proposed.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:43 environmental science
Programme:Environmental and Energy Management MSc (69319)
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