Lange, S. D. (2023) A Tale of Two Cookies: The Influence of Masculinity on Consumer’s Intention To Buy Vegan (un)Labeled Unexpected Vegan Products. Bachelor thesis, Psychology.
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Abstract
This study investigated the impact of food labeling on the intention to buy unexpectedly vegan chocolate chip cookies, which has received limited research attention. The study was designed as a 2x2 between-subject experimental design, with participants (N=219) randomly assigned to either a vegan label (vs. no label) condition. Two hypotheses were tested: (1) vegan labeled chocolate chip cookies lead to higher buying intentions compared to the unlabeled ones, and (2) Participants scoring high on masculinity have a decreased intention to buy vegan labeled cookies than participants scoring low on masculinity, unlabeled cookies may remain unaffected. For testing the first hypothesis, an ANOVA was used, while for testing the second hypothesis, regression analysis was conducted. The study hypothesized that the vegan-labeled cookies would have a higher purchase intention as they could be perceived as more beneficial (e.g. healthier, environmentally friendly, and sustainable) and because of the increasing trend of veganism and awareness of animal welfare. Regarding the second hypothesis, it was suggested that vegan dieting might be perceived as a threat to masculinity. The study did not yield definitive findings due to the limited sample size, the diverse backgrounds of the participants, convenience sampling method, possible insufficient knowledge about the benefits of veganism, inaccurate measures of masculinity, or the lack of a realistic scenario. This study's results should be interpreted with caution, and further research regarding unexpected vegan products, vegan labeling, masculinity and intention to buy is recommended.
| Item Type: | Thesis (Bachelor) |
|---|---|
| Supervisor name: | Heesink, J.A.M. |
| Degree programme: | Psychology |
| Differentiation route: | None [Bachelor Psychology] |
| Date Deposited: | 01 May 2023 14:08 |
| Last Modified: | 01 May 2023 14:08 |
| URI: | http://gmwpublic.studenttheses.ub.rug.nl/id/eprint/1922 |
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