Reuter, Amelie (2023) A Tale of Two Cookies: The Role of Biospheric Values in the Effect of Vegan Labelling on the Intention to Buy Unexpected-Vegan Food Products. Bachelor thesis, Psychology.
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Abstract
As the demand for vegan products rises, the practice of vegan-labelling is increasingly relevant food producers. To make decisions on vegan labelling, its effect on product perception and consumption behavior needs to be understood. This study explores the effect of vegan labelling of unexpected, randomly vegan products, namely cookies, on buying intention. Previous research found that a vegan label biases consumers’ product perceptions (halo-and-horn effect) and they expect the product to be healthier, more environmentally friendly, and less tasty. These perceptions influence intention to buy the product. Additionally, the role of biospheric values, people’s concern for the environment, is examined as a moderator. It is expected that 1) intention to buy the product with the vegan label (vs no label) is higher and that 2) intention to buy the labelled product is higher for people scoring high on biospheric values (vs low biospheric values). A 2x2 between subject experiment was conducted on a convenience sample of 219 participants who were presented with different cookie packages. Findings indicate that the labelled products were only perceived as more environmentally friendly but not as less tasty or healthier. Results do not support the hypotheses: intention to buy was not higher for the product with the label and biospheric values were not found to have a moderating effect. This is not congruent with previous research but offers a starting point for ethical, theoretical, and practical implications as well as future research which could include a more realistic setting and different types of food products. Keywords: vegan label, halo-and-horn effect, biospheric values, unexpected vegan
| Item Type: | Thesis (Bachelor) |
|---|---|
| Supervisor name: | Heesink, J.A.M. |
| Degree programme: | Psychology |
| Differentiation route: | None [Bachelor Psychology] |
| Date Deposited: | 26 Jun 2023 08:06 |
| Last Modified: | 26 Jun 2023 08:06 |
| URI: | http://gmwpublic.studenttheses.ub.rug.nl/id/eprint/2051 |
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