How to become an attractive piece of (plant-based) meat: a quantitative study on how to efficiently market plant-based meat substitutes
Abstract: With the sustainability debate growing, one of the most popular ways of contributing to a better future not only for the world but also for one's health is a plant-based diet. The market for plant-based meat substitutes increase annually, but the resistance to reverting from a meat-based diet has proven to be substantial. With meat being the centerpiece of a meal in many Western societies and it having strong social underpinnings, the transition is slower than what could be expected of the rational human. Previous research has established the connection between masculinity and meat, declaring meat consumption as a form of self-expression for masculinity. Therefore, the following thesis applies the underlying presumptions for meat consumption in advertisements for plant-based meat substitutes, in order to empirically test whether the genderization of the product may enhance purchase intention of consumers. The study shows that both men and women, especially individuals showing higher level of self-perceived masculinity, experience a higher level of purchase intention when being exposed to advertisements of plant-based meat substitutes with stereotypically masculine attributes compared to stereotypically feminine attributes. The findings not only challenge the current way of marketing plant-based meat substitutes, but also suggest the driving forces of the decision-making process for such products. Lastly, the study discuss the paradox of the results telling marketers that in order to increase consumption of plant-based meat substitutes that benefit both the environment and the individual, the communication should be based on stereotypical gender roles that go against the neutralization of genders that has been essential for the equality movement in society.
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