The influence of self-image and social acceptance on consumer behavior towards meat and meat substitutes

• Autor(a) principal: Jerono, Magnus Gregor
• 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/10400.14/42427
• topic: Self-image; Social acceptance; Meat consumption; Meat substitutes; Consumer behavior; Auto-imagem; Aceitação social; Consumo de carne; Substitutos de carne; Comportamento do consumidor; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

This master thesis aims to explore the causal relationships and effects between individuals’ self image, social acceptance, and their choice of meat products. Previous research, for example by Rozin, Verplanken or Ruby has shown that individuals with different self-images may choose different products based on their desires, while the level of social acceptance also plays a role in determining product selection. This study aims to further investigate these relationships by conducting a survey on this topic in which the survey participants were manipulated into a mindset of a self-image of efficient/indulgent and into a mindset of the need or non-need for social acceptance. The results showed that self-image and social acceptance do not directly impact overall satisfaction, purchase intention, recommendation intention, utilitarian product perception, or hedonic product perception. However, the type of product (meat or meat substitute) does significantly influence health perception and sustainability perception. In both perceptions were also significant interaction effects, which shows that the three independent variables influence consumer behavior in those perceptions together. This study contributes to the understanding of how self-image, social acceptance, and product type influence the preferences and perceptions of consumers. The findings provide valuable information for food industry marketers to develop effective marketing strategies, innovate products, and promote healthier and more sustainable options.