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Analysing the Consumption Motives of Plant-Based Food Alternatives: The underlying Benefit of Virtue Signalling

Albrecht, Anika LU and Mauch, Svenja Lena LU (2021) BUSN39 20211
Department of Business Administration
Abstract
Thesis Purpose: The purpose of this study is to examine the underlying motivations of consumers’ intentions to purchase vegan food alternatives. In doing so, the thesis specifically focuses on studying virtue signalling as an additional benefit to environmental protection, animal welfare, and personal health that motivates consumers to choose plant-based food alternatives.
Abstract
Methodology: The quantitative study was carried out using a web-based questionnaire to collect data from 303 consumers who currently live in Germany or Sweden. The data was analysed by using Partial Least Squares Structural Equation Modelling and Confirmatory Factor Analysis.
Abstract
Theoretical Perspective: The thesis is based on an extended version of the Theory of Planned Behaviour (TPB) which provided the theoretical framework to put the study into practice: The framework combined previously identified motives with the TPB components to firstly predict consumers’ attitude and subsequently their purchase intention. The integrated motives were categorized into collective environmental and animal welfare benefits as well as personal health-based and virtue signalling benefits.
Abstract
Findings/Conclusions: Perceived environmental and animal welfare benefits significantly influenced a positive attitude towards vegan food alternatives, which, together with subjective norm, was significantly related to an increased purchase intention. Additionally, virtue signalling was significantly influenced by consumers’ perceived subjective norm and constituted another motivational factor for a positive attitude and thus the intention to purchase vegan food alternatives.
Abstract
Practical Implications: On an academic level, further research on the role of virtue signalling for sustainable consumption behaviour should be conducted. Further, brand and product managers can benefit from targeting consumers’ perceived benefit from signalling their virtue through visible sustainable consumption. This could for instance be achieved by indirectly integrating the benefit into their communication content and packaging designs.
Please use this url to cite or link to this publication:
author
Albrecht, Anika LU and Mauch, Svenja Lena LU
supervisor
organization
course
BUSN39 20211
year
type
H1 - Master's Degree (One Year)
subject
keywords
vegan consumption, consumer behaviour, consumption motives, theory of planned behaviour, virtue signalling, vegan food alternatives, purchase intention
language
English
id
9050830
date added to LUP
2021-06-29 14:18:13
date last changed
2021-06-29 14:18:13
@misc{9050830,
  abstract     = {{Practical Implications: On an academic level, further research on the role of virtue signalling for sustainable consumption behaviour should be conducted. Further, brand and product managers can benefit from targeting consumers’ perceived benefit from signalling their virtue through visible sustainable consumption. This could for instance be achieved by indirectly integrating the benefit into their communication content and packaging designs.}},
  author       = {{Albrecht, Anika and Mauch, Svenja Lena}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Analysing the Consumption Motives of Plant-Based Food Alternatives: The underlying Benefit of Virtue Signalling}},
  year         = {{2021}},
}