Innovation in plant-based confectionery alternatives in the German FMCG sector

: an empirical investigation about determinants of Generation Z’s purchase intention of vegan chocolate confectionery in Germany using the theory of planned behavior

Abstract

Chocolate is consumed worldwide and with the trend towards plant-based alternatives, chocolate products have also been altered to cater the needs of vegans. Gen Z, known for their growing significant purchasing power, is already reshaping the consumer landscape. To thrive in this evolving market, chocolate manufacturers must understand Gen Z’s behavior. Utilizing the Theory of Planned Behavior, this dissertation examines the determinants of Generation Z’s purchase intention of vegan chocolate within the German market. The original Theory of Planned Behavior, investigating the influence of attitudes, subjective norms, and perceived behavioral control on purchase intention, is extended with health awareness, environmental concern, animal welfare, social influence, product knowledge, self-image congruence, and environmental self-identity. Qualitative research was employed as an initial exploratory step followed by a quantitative study. The findings reveal that the German Generation Z’s purchase intentions for vegan chocolate are primarily influenced by attitudes towards vegan chocolate, subjective norms, and perceived behavioral control. The model extension underscores the significant influence of product knowledge and self-image congruence on purchase intention. Additionally, environmental concerns, animal welfare, social influence, and product knowledge shape the attitudes towards purchasing vegan chocolate. Despite this study9s limitations such as a non-generalizable sample and the absence of a realistic shopping experience, it provides actionable insights for marketing, brand, and product managers, underscoring the need to align the products with the values of Gen Z, develop appealing flavors, ensure transparent and ethical labeling, and leverage modern marketing strategies.

Date of Award	27 Jun 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Miguel Rita (Supervisor)