Marketing strategies for cultured meat
Autor(a) principal: | |
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Data de Publicação: | 2023 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/42262 |
Resumo: | Purpose: Climate change marks one of the most crucial times in the history of our society and requires a shift in current patterns of consumption. Thus, it is imperative for companies to offer sustainable alternatives and for research to develop strategies to market these alternatives as successfully as possible on a global scale. In regard to this challenge, this study aims to formulate marketing strategies that will enable successful commercialization of cultured meat across developing and developed countries. Methodology: An experiment was conducted to assess consumer attitudes towards cultured meat, manipulating the accessibility of different benefits (i.e., sustainability, health/safety, and taste). The study measured the impact of these benefits on the perceived environmental friendliness, taste, and safety/health of cultured meat compared to traditional meat. The research explored variations between Brazilians and Germans, deriving managerial recommendations and theoretical contributions. Findings: There was a positive effect of communication about sustainability on willingness to pay for cultured meat. However, highlighting information about taste or health/safety benefits could not influence more positive attitudes toward cultured meat. Significant differences between developing and developed countries could not be uncovered. Research Limitations: The survey sample size was limited and not representative of the Brazilian or German populations. Additionally, participant distribution was imbalanced across countries, compromising cross-country comparisons. Originality/Value: This study innovatively combines an examination of demand-side factors influencing consumer acceptance of cultured meat with a consideration of cultural influences on opinion formation. |
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Marketing strategies for cultured meatCultured meatConsumer behaviorSustainabilityCarne cultivadaComportamento do consumidorSustentabilidadeDomínio/Área Científica::Ciências Sociais::Economia e GestãoPurpose: Climate change marks one of the most crucial times in the history of our society and requires a shift in current patterns of consumption. Thus, it is imperative for companies to offer sustainable alternatives and for research to develop strategies to market these alternatives as successfully as possible on a global scale. In regard to this challenge, this study aims to formulate marketing strategies that will enable successful commercialization of cultured meat across developing and developed countries. Methodology: An experiment was conducted to assess consumer attitudes towards cultured meat, manipulating the accessibility of different benefits (i.e., sustainability, health/safety, and taste). The study measured the impact of these benefits on the perceived environmental friendliness, taste, and safety/health of cultured meat compared to traditional meat. The research explored variations between Brazilians and Germans, deriving managerial recommendations and theoretical contributions. Findings: There was a positive effect of communication about sustainability on willingness to pay for cultured meat. However, highlighting information about taste or health/safety benefits could not influence more positive attitudes toward cultured meat. Significant differences between developing and developed countries could not be uncovered. Research Limitations: The survey sample size was limited and not representative of the Brazilian or German populations. Additionally, participant distribution was imbalanced across countries, compromising cross-country comparisons. Originality/Value: This study innovatively combines an examination of demand-side factors influencing consumer acceptance of cultured meat with a consideration of cultural influences on opinion formation.Objetivo: A mudança climática exige uma alteração nos padrões de consumo, tornando crucial que as empresas ofereçam alternativas sustentáveis e que a pesquisa desenvolva estratégias de marketing eficazes para sua comercialização global. Este estudo tem como objetivo desenvolver estratégias de marketing que facilitem a comercialização bem-sucedida da carne cultivada em países desenvolvidos e em desenvolvimento. Metodologia: Foi realizado um experimento para avaliar a atitude do consumidor em relação à carne cultivada, manipulando a acessibilidade de diferentes benefícios (ou seja, sustentabilidade, saúde/segurança e sabor). O estudo mensurou o impacto desses benefícios na percepção da amigabilidade ambiental, sabor e segurança/saúde da carne cultivada em comparação com a carne tradicional. Foram exploradas as variações entre brasileiros e alemães, derivando recomendações gerenciais e contribuições teóricas. Resultados: A comunicação que enfatizava a sustentabilidade influenciou positivamente a disposição em pagar pela carne cultivada. No entanto, destacar o sabor ou os benefícios para a saúde/segurança não resultou em atitudes mais favoráveis em relação à carne cultivada. O estudo não revelou diferenças significativas entre países desenvolvidos e em desenvolvimento. Limitações da pesquisa: O tamanho da amostra da pesquisa foi limitado e não representativo das populações brasileira e alemã. Além disso, a distribuição dos participantes entre os países foi desequilibrada, comprometendo as comparações entre eles. Originalidade/Valor: Este estudo combina de forma inovadora a análise dos fatores que influenciam a aceitação da carne cultivada pelos consumidores, com a consideração dos influenciadores culturais na formação de opinião.Vieites, Yan BernardesVeritati - Repositório Institucional da Universidade Católica PortuguesaDöpkens, Lea2023-09-12T09:10:07Z2023-07-062023-052023-07-06T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/42262TID:203327934enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-09-19T01:41:56Zoai:repositorio.ucp.pt:10400.14/42262Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T20:29:29.893354Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Marketing strategies for cultured meat |
title |
Marketing strategies for cultured meat |
spellingShingle |
Marketing strategies for cultured meat Döpkens, Lea Cultured meat Consumer behavior Sustainability Carne cultivada Comportamento do consumidor Sustentabilidade Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Marketing strategies for cultured meat |
title_full |
Marketing strategies for cultured meat |
title_fullStr |
Marketing strategies for cultured meat |
title_full_unstemmed |
Marketing strategies for cultured meat |
title_sort |
Marketing strategies for cultured meat |
author |
Döpkens, Lea |
author_facet |
Döpkens, Lea |
author_role |
author |
dc.contributor.none.fl_str_mv |
Vieites, Yan Bernardes Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Döpkens, Lea |
dc.subject.por.fl_str_mv |
Cultured meat Consumer behavior Sustainability Carne cultivada Comportamento do consumidor Sustentabilidade Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Cultured meat Consumer behavior Sustainability Carne cultivada Comportamento do consumidor Sustentabilidade Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
Purpose: Climate change marks one of the most crucial times in the history of our society and requires a shift in current patterns of consumption. Thus, it is imperative for companies to offer sustainable alternatives and for research to develop strategies to market these alternatives as successfully as possible on a global scale. In regard to this challenge, this study aims to formulate marketing strategies that will enable successful commercialization of cultured meat across developing and developed countries. Methodology: An experiment was conducted to assess consumer attitudes towards cultured meat, manipulating the accessibility of different benefits (i.e., sustainability, health/safety, and taste). The study measured the impact of these benefits on the perceived environmental friendliness, taste, and safety/health of cultured meat compared to traditional meat. The research explored variations between Brazilians and Germans, deriving managerial recommendations and theoretical contributions. Findings: There was a positive effect of communication about sustainability on willingness to pay for cultured meat. However, highlighting information about taste or health/safety benefits could not influence more positive attitudes toward cultured meat. Significant differences between developing and developed countries could not be uncovered. Research Limitations: The survey sample size was limited and not representative of the Brazilian or German populations. Additionally, participant distribution was imbalanced across countries, compromising cross-country comparisons. Originality/Value: This study innovatively combines an examination of demand-side factors influencing consumer acceptance of cultured meat with a consideration of cultural influences on opinion formation. |
publishDate |
2023 |
dc.date.none.fl_str_mv |
2023-09-12T09:10:07Z 2023-07-06 2023-05 2023-07-06T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/42262 TID:203327934 |
url |
http://hdl.handle.net/10400.14/42262 |
identifier_str_mv |
TID:203327934 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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1799133562605142016 |