Schritt, Fiete (2023) A Tale of Two Cookies - The Effects of Vegan Labeling and Green Packaging on Consumer Impressions For Unexpected Vegan Products With Respect to Different Diets. Bachelor thesis, Psychology.
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Abstract
The purpose of this experimental study is to examine the effect of vegan labels and packaging color (green vs. brown) on consumer perceptions of unexpected vegan products, specifically chocolate chip cookies. In the survey, 219 predominantly young participants were randomly assigned to one of four products (vegan labeled + green; vegan labeled + brown; unlabeled + green; unlabeled + brown) and asked to judge these products based on their perceived environmental friendliness, perceived healthiness, and expected taste. Results of the study reveal that the presence of a vegan label has a positive effect on perceived sustainability (halo effect), as well as a negative interaction effect between vegan labels and the color green on expected taste (horn effect). We found a dietitian difference, with omnivorous participants expecting the vegan-labeled products to be significantly worse tasting (horn effect), compared to the other participants (flexitarian, vegetarian, vegan). No other significant effects are found for perceived sustainability, perceived healthiness, or expected taste, the green packaging is not influential on its own. The results should be interpreted with caution as the study has some limitations in design and scope. The implications of the study are overall ambiguous. Nonetheless, labeling vegan products stands desirable, as it promotes transparency, and makes a plant-based diet more accessible, which is ultimately good for the planet. Future research should investigate the effects of vegan labeling on consumer perceptions further by focusing on dietarian differences. Keywords: label, vegan, environmentalism, health, taste, dietarian identity, packaging, green, unexpected vegan, halo effect
| Item Type: | Thesis (Bachelor) |
|---|---|
| Supervisor name: | Heesink, J.A.M. |
| Degree programme: | Psychology |
| Differentiation route: | None [Bachelor Psychology] |
| Date Deposited: | 16 Feb 2023 15:20 |
| Last Modified: | 16 Feb 2023 15:20 |
| URI: | http://gmwpublic.studenttheses.ub.rug.nl/id/eprint/1695 |
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