Anema, Lisette (2023) Spreading Veganism Through Vegan Labelling? The Effect of the Vegan Label on Consumer Perceptions and the Mediating Role of Dietary Identity. Master thesis, Psychology.
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Abstract
A vegan diet is effective in reducing one’s environmental impact (Aleksandrowicz et al., 2016). Veganism is becoming more popular and vegan product labelling is increasing. In this experimental study, the effect of a vegan label on a sweet spread on consumer perceptions is investigated. We tested centrality of dietary identity (Rosenfeld & Burrow, 2017) as a mediator, adding diet as a moderator. In the online experiment, 428 participants evaluated either a picture of a sweet spread with vegan labelling or without. Our MANOVA showed a positive main effect of the vegan label on perceptions of healthiness, fair trade, sustainability and animal friendliness. Our regression did not find a mediating role of centrality of dietary identity. Diet moderated the expected taste and perception of sustainability, in such that vegans and vegetarians had a more positive effect than flexitarians and omnivores. We conclude that vegan labelling positively influences consumer perceptions and therefore recommend adding the label to such vegan products.
| Item Type: | Thesis (Master) |
|---|---|
| Supervisor name: | Kok, C.A. |
| Degree programme: | Psychology |
| Differentiation route: | Environmental Psychology (EP) [Master Psychology] |
| Date Deposited: | 14 Jul 2023 12:06 |
| Last Modified: | 14 Jul 2023 12:06 |
| URI: | http://gmwpublic.studenttheses.ub.rug.nl/id/eprint/2393 |
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