In recent years, there has been a substantial growth of plantbased alternatives to meat. This factor represents an opportunity for producers to develop plantbased alternatives. This dissertation aims to understand how plantbased producers decide upon branding cues, specifically visual and informative cues, in order to support competitive advantage. This dissertation has the secondary goal to understand the context of plantbased alternatives in the Portuguese market and provide recommendations for plantbased companies concerningbranding cues. By conducting 8 semistructured interviews to plantbased producers and one focus group with 7 consumers of plantbased product, three themes were identified related to challenges coping with “vegan” products reputation, managing consumer resistance and making favorable branding decisions. It was possible to understand the branding attributes that support competitive advantage in a plantbased product, when it comes to visual and informative cues, and recommendations to companies were provided, as this dissertation aims to help managers of plantbased brands understand how they should apply different branding cues.
| Date of Award | 27 Jan 2023 |
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| Original language | English |
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| Awarding Institution | - Universidade Católica Portuguesa
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| Supervisor | Laure Leglise (Supervisor) |
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- Plantbased
- Meat substitutes
- Branding
- Visual cues
- Informative cues
- Acceptance
- Mestrado em Gestão e Administração de Empresas
Fighting the statusquo: how plantbased producers support their competitive advantage via visual and informative cues
Ricca, M. R. C. V. (Student). 27 Jan 2023
Student thesis: Master's Thesis