Staveren, C. A. E. van (2023) A Tale of Two Cookies: The Influence of Health Consciousness on Consumers’ Intention to Buy Vegan-Labelled Unexpected Vegan Hedonic Products. Bachelor thesis, Psychology.
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Abstract
Observant consumers may have noticed vegan food products taking up increasingly more space on supermarket shelves. It would be highly problematic if a vegan label were found to entice consumers to buy more unhealthy hedonic products. This study aims to examine the influence of health consciousness on consumers’ intention to buy vegan-labelled unexpected vegan hedonic products. The understanding of the (health) halo effect and cognitive dissonance theory is essential to the theoretical framework. Through a questionnaire administered to a convenience sample, a quantitative investigation was conducted on consumers' intention to buy specific chocolate chip cookies, where the packaging was designed and manipulated for this study. Based on 219 valid responses, a one-way between-subjects Analysis of Variance indicated that the absence or inclusion of a vegan label on unexpected vegan hedonic product’s packaging, does not influence consumers’ intention to buy this type of product. In addition, a Regression Analysis indicated that consumers’ level of health consciousness does not influence their perception of the unexpected vegan hedonic product, nor their intention to buy. These findings imply that consumers are not enticed to buy more unhealthy hedonic products when their packaging is provided with a vegan label; knowledge that could be harnessed to combat the alarming increase in overweight and obesity in Europe. Further research should be aimed at an enhanced understanding of consumers’ perception of unexpected vegan hedonic products, as well as the influence of these perceptions on consumers’ decision-making, specifically within the context of vegan labelling.
| Item Type: | Thesis (Bachelor) |
|---|---|
| Supervisor name: | Heesink, J.A.M. |
| Degree programme: | Psychology |
| Differentiation route: | None [Bachelor Psychology] |
| Date Deposited: | 20 Feb 2023 08:53 |
| Last Modified: | 20 Feb 2023 08:53 |
| URI: | http://gmwpublic.studenttheses.ub.rug.nl/id/eprint/1703 |
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