Title: Meat consumption 2.0 : health and ethics as crucial customer needs
Authors : Hari, Jürg
Gisler, Marius
Rawitzer, Heike
Proceedings: Creating marketing magic and innovative future marketing trends : proceedings of the 2016 Academy of Marketing Science (AMS) Annual Conference
Conference details: The Academy of Marketing 2016 Conference, Newcastle, United Kingdom, 04-07 July 2016
Publisher / Ed. Institution : Springer
Issue Date: 2017
License (according to publishing contract) : Licence according to publishing contract
Series : Developments in marketing science
Type of review: Peer review (abstract)
Language : English
Subjects : Marketing
Subject (DDC) : 613.2: Dietetics
Abstract: To reduce meat in the daily diet of consumers received increasing attention in recent years and trends forecast an additional attentiveness in the future. Consumers state that they reduce their meat consumption because of health and ethical concerns. On the other hand no overall decrease of meat products can be observed in Switzerland. So we tried to explain this discrepancy with implicit and explicit attitudes. 213 participants completed a questionnaire to measure their explicit preferences towards meat. Afterwards the respondents performed the Implicit Association Tests to evaluate their implicit attitudes towards their meat consumption. Because implicit and explicit attitudes do not differ from each other, the results of this study show that the consumer’s statement of reducing meat due to health and ethical concerns is stringent and their intentions are credible. The implicit attitude mediates the relationship between health and ethical concerns and the explicit attitude. Thus, the reduction of the share of meat in the diet is not a temporary fashion, but a crucial customer need. Notably the importance of health has to be stressed, especially for the meat industry as an important deep rooted consumer need.
Departement: School of Management and Law
Organisational Unit: Institute of Marketing Management (IMM)
Publication type: Conference paper
ISBN: 978-3-319-45595-2
URI: https://digitalcollection.zhaw.ch/handle/11475/15933
Appears in Collections:Publikationen School of Management and Law

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