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Vegetarian or Meatless, does it matter? : To what extent do word choice and motivation type on the packaging of meat substitutes influence the buying behaviour of the consumer.

Croll, C.L.M (2021) Vegetarian or Meatless, does it matter? : To what extent do word choice and motivation type on the packaging of meat substitutes influence the buying behaviour of the consumer.

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Abstract:Although the consumption of meat significantly contributes to global warming and consumers are aware of this. Additionally, meat substitutes are widely available. Yet, animal products are consumed at high rates in the Netherlands. This research used a 3 (motivation: animal welfare, healthy lifestyle and climate change) x 3 (food label: animal welfare, healthy lifestyle and climate change) x 2 (word choice: meatless burger vs vegetarian burger) between subjects experimental design (N=580) to investigate how motivation to buy meat substitutes, the product packaging and motivation-oriented labels influence consumers’ attitude towards meat substitutes as well as their purchasing behaviour. The study showed that participants’ main motivation to buy meat substitutes (i.e. climate change, animal welfare and healthy lifestyle) to be the main effect across all dependent variables. Furthermore, several significant interactions were found between variables. Significant interaction was found between word choice and label. This interaction effect shows that only when an animal label is used, the word choice makes a difference in the attitude. Also, a significant interaction was found between main motivation and label. This interaction shows that a congruent food label only resulted in a higher purchase intention was for participants with a climate change or animal welfare motivation. There was no significant difference for health motivated participants. To end with, a significant interaction effect was found between main motivation and label. The interaction effect shows that when main motivation and label are congruent, it resulted to have a positive effect on label congruence. This effect is stronger for climate change and animal welfare than for health. These findings could inform further research into consumer behaviour and meat substitutes.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/86329
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