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Supermarket product positioning and choice plant-based protein sources

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dcterms:created language:enDate created language:enDate Created

2024-01-10

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2023

dcterms:description language:enDescription

In order to counteract climate change, a dietary shift from harmful animal-based proteins towards plant-based proteins is needed. Unfortunately, consumers still lack in adoption of this plant-based diet. This can be at least partially ascribed to the finding that consumers often do not recognize plant-based proteins as a source of protein. Instead, they categorise these plant-based proteins as something else, for instance the ctategorisation of beans with vegetables, or as a residual food category. So, in order to motivate the shift from animal-based towards plant-based proteins, consumers should be assisted to recognize these plant-based products as sources of protein. Plant-based proteins are divided into analogues (i.e., plant-based products that intend to mimic meat products) and non-analogues (i.e., plant-based products that do not intend to mimic meat products). Previous research shows that product positioning has an influence on the products that consumers consider to fulfil a need, and on their choices. In this study we explore how supermarket protein product positioning, goal-context, and dietary preference affect protein choice, with moderation of categorisation. This is done through combining the three protein product types (i.e., animal-based, plant-based analogues, and plant-based non-analogues) in five different shelve organisations, and creation of a shopping task with a protein goal setting. The effect of these aspects on categorisation and protein choice is measured. This study contributes to categorisation theory by investigating how goal-derived categorisation may be increased or activated with the use of supermarket product positioning and goal-setting. We also add to the existing knowledge about the possible impact of categorisation strategy on consumption choices. Besides, this study provides new insights on measures that might be taken in order to motivate consumers to shift from animal-based proteins towards plant-based proteins, and thus promoting more sustainable dietary choices in consumers.

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Supermarket product positioning and choice plant-based protein sources

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Arnout R.H. Fischer

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Monique van der Meer

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Supermarket product positioning and choice plant-based protein sources

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Supermarket product positioning and choice plant-based protein sources

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Arnout R.H. Fischer

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