The effect of advertising on consumers’ perceptions and consumption intention of plant-based products

: a comparative study among meat and non-meat eaters

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.

Date of Award	24 Jan 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Mónica Amâncio da Silva Borges (Supervisor)