Publication
The effect of advertising on consumers’ perceptions and consumption intention of plant-based products : a comparative study among meat and non-meat eaters
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Borges, Mónica | |
| dc.contributor.author | Correa, Susana Ortiz | |
| dc.date.accessioned | 2024-05-23T14:25:58Z | |
| dc.date.available | 2024-05-23T14:25:58Z | |
| dc.date.issued | 2024-01-24 | |
| dc.date.submitted | 2023 | |
| dc.description.abstract | The global shift towards more conscious consumption has also led to a change in people's eating patterns, which has allowed growth in the market for plant-based products and with this a re-evaluation of consumer behavior towards meat substitutes. In this transition, the role of advertising could be fundamental to generating positive perceptions and influencing consumer choice. This study, entitled "The Effect of Advertising on Consumer’s Perception and Consumption Intention of Plant-based Products: A Comparative Study among Meat and Non-Meat Eaters", examines three perceptions that are fundamental when making a dietary change to plant-based products: environmental, ethical, and health. The main objective is to assess the relationship between these perceptions, based on advertising, and consumption intentions, while exploring the differences between two distinct groups of consumers: those who consume meat and those who opt for non-meat alternatives. Grounded on a quantitative study through the means of an online survey, demographic factors have shown to play an important role in consumer perceptions of plant-based food. We concluded there is a positive relationship between environmental perceptions of plant-based food and the intention to consume those products. This finding is empirically reinforced by the current trend toward more conscious consumption. However, ethical and health perceptions, as well as consumer type, did not show to have a significant relationship with the intention to consume these products. Our research highlights the diversity of factors influencing consumption decisions for plant-based products. | pt_PT |
| dc.description.abstract | A mudança global para um consumo mais consciente também levou a uma alteração dos padrões alimentares das pessoas, o que permitiu o crescimento do mercado de produtos à base de plantas e, com isso, uma reavaliação do comportamento dos consumidores em relação aos substitutos da carne. Nesta transição, o papel da publicidade pode ser fundamental para gerar percepções positivas e influenciar a escolha do consumidor. Este estudo, "The Effect of Advertising on Consumer's Perception and Consumption Intention of Plant-based Products: A Comparative Study among Meat and Non-Meat Eaters", examina três percepções que são fundamentais quando se faz uma mudança alimentar para produtos à base de plantas: ambiental, ética e de saúde. O principal objetivo é avaliar a relação entre estas percepções, baseadas na publicidade, e as intenções de consumo, explorando as diferenças entre dois grupos distintos de consumidores: os que consomem carne e os que não consomem, baseado num estudo quantitativo. Os factores demográficos têm demonstrado desempenhar um papel importante nas percepções dos consumidores sobre os alimentos de origem vegetal. Concluímos que existe uma relação positiva entre as percepções ambientais dos alimentos à base de plantas e a intenção de consumir esses produtos. Esta conclusão é reforçada empiricamente pela tendência atual para um consumo mais consciente. No entanto, as percepções éticas e de saúde, bem como o tipo de consumidor, não mostraram ter uma relação significativa com a intenção de consumir estes productos. | pt_PT |
| dc.identifier.tid | 203591380 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10400.14/45254 | |
| dc.language.iso | eng | pt_PT |
| dc.subject | Environmental perception | pt_PT |
| dc.subject | Ethical perception | pt_PT |
| dc.subject | Health perception | pt_PT |
| dc.subject | Consumption intention | pt_PT |
| dc.subject | Plant-based products | pt_PT |
| dc.subject | Perceção ambiental | pt_PT |
| dc.subject | Perceção ética | pt_PT |
| dc.subject | Perceção de saúde | pt_PT |
| dc.subject | Intenção de consumo | pt_PT |
| dc.subject | Produtos à base de plantas | pt_PT |
| dc.title | The effect of advertising on consumers’ perceptions and consumption intention of plant-based products : a comparative study among meat and non-meat eaters | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | Mestrado em Gestão e Administração de Empresas | pt_PT |