Making a market for alternatives: marketing devices and the qualification of a vegan milk substitute
(2017) In Journal of Marketing Management 33(7-8). p.529-555- Abstract
- The aim of this paper is to describe, conceptualise and critically discuss how and with what consequences marketing is used to construct a mass market for vegan substitutes. Drawing on the concepts of the marketing device and qualification, it shows how Oatly – a Swedish company making oat-based products – enrols three sets of marketing devices, i.e. digital media, packaging and stores, to simultaneously ‘alternativise’ and ‘convenienise’ its range of vegan products. The result is the material and discursive construction of a range of vegan products that is qualified as different enough from conventional dairy products to be an attractive alternative, but similar enough to fit into existing practices of shopping for food, cooking and... (More)
- The aim of this paper is to describe, conceptualise and critically discuss how and with what consequences marketing is used to construct a mass market for vegan substitutes. Drawing on the concepts of the marketing device and qualification, it shows how Oatly – a Swedish company making oat-based products – enrols three sets of marketing devices, i.e. digital media, packaging and stores, to simultaneously ‘alternativise’ and ‘convenienise’ its range of vegan products. The result is the material and discursive construction of a range of vegan products that is qualified as different enough from conventional dairy products to be an attractive alternative, but similar enough to fit into existing practices of shopping for food, cooking and eating. By qualifying products along multiple registers, Oatly constructs ‘plastic’ products, which can be consumed, for various reasons, by various groups of consumers thus enacting a multi-niche market for its products. (Less)
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/record/da990fc5-18fe-4116-8761-4a8673a22274
- author
- Fuentes, Christian
LU
and Fuentes, Maria LU
- organization
- publishing date
- 2017-05-25
- type
- Contribution to journal
- publication status
- published
- subject
- keywords
- vegan consumption, food substitutes, sustainability, alternative, market devices, qualification
- in
- Journal of Marketing Management
- volume
- 33
- issue
- 7-8
- pages
- 529 - 555
- publisher
- Westburn Publishers
- external identifiers
-
- scopus:85019744537
- wos:000414522100003
- ISSN
- 1472-1376
- DOI
- 10.1080/0267257X.2017.1328456
- language
- English
- LU publication?
- yes
- id
- da990fc5-18fe-4116-8761-4a8673a22274
- date added to LUP
- 2017-05-28 18:58:24
- date last changed
- 2024-06-09 17:24:01
@article{da990fc5-18fe-4116-8761-4a8673a22274, abstract = {{The aim of this paper is to describe, conceptualise and critically discuss how and with what consequences marketing is used to construct a mass market for vegan substitutes. Drawing on the concepts of the marketing device and qualification, it shows how Oatly – a Swedish company making oat-based products – enrols three sets of marketing devices, i.e. digital media, packaging and stores, to simultaneously ‘alternativise’ and ‘convenienise’ its range of vegan products. The result is the material and discursive construction of a range of vegan products that is qualified as different enough from conventional dairy products to be an attractive alternative, but similar enough to fit into existing practices of shopping for food, cooking and eating. By qualifying products along multiple registers, Oatly constructs ‘plastic’ products, which can be consumed, for various reasons, by various groups of consumers thus enacting a multi-niche market for its products.}}, author = {{Fuentes, Christian and Fuentes, Maria}}, issn = {{1472-1376}}, keywords = {{vegan consumption; food substitutes; sustainability; alternative; market devices; qualification}}, language = {{eng}}, month = {{05}}, number = {{7-8}}, pages = {{529--555}}, publisher = {{Westburn Publishers}}, series = {{Journal of Marketing Management}}, title = {{Making a market for alternatives: marketing devices and the qualification of a vegan milk substitute}}, url = {{http://dx.doi.org/10.1080/0267257X.2017.1328456}}, doi = {{10.1080/0267257X.2017.1328456}}, volume = {{33}}, year = {{2017}}, }