Publicação
The role of sustainability, animal welfare, price, taste, and brand in consumer purchase decisions of cultivated meat over meat and plant-based burger patties in the German market: an analysis to inform effective marketing strategies for Mosa meat - literature and perceptual map analysis
| Resumo: | This research investigates consumer factors influencing cultivated meat purchase decisions in Germany, aiming to develop marketing strategies for Mosa Meat. Utilizing qualitative and quantitative methods, five hypotheses are explored, revealing preferences for plant-based products, animal-friendly variants, and branded cultivated meat. Results show consumers resist paying a premium for cultivated meat, and Mosa Meat's brand was perceived as less tasty than established plant-based and conventional meat brands. Finally, cultivated meat products from a well-known brand were more attractive to consumers than stand-alone products. Bridging theory and application, the study offers tailored marketing recommendations and vital insights for policymakers and industry stakeholders. |
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| Autores principais: | Held, Anja |
| Assunto: | Cultivated meat Purchase decisions Consumer behaviour Sustainability Marketing strategies Conjoint analysis Perceptual map |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso embargado |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | This research investigates consumer factors influencing cultivated meat purchase decisions in Germany, aiming to develop marketing strategies for Mosa Meat. Utilizing qualitative and quantitative methods, five hypotheses are explored, revealing preferences for plant-based products, animal-friendly variants, and branded cultivated meat. Results show consumers resist paying a premium for cultivated meat, and Mosa Meat's brand was perceived as less tasty than established plant-based and conventional meat brands. Finally, cultivated meat products from a well-known brand were more attractive to consumers than stand-alone products. Bridging theory and application, the study offers tailored marketing recommendations and vital insights for policymakers and industry stakeholders. |
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