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Prevent the World's Doom, Consume a Healthy Legume: A Qualitative Study of Attitudes and Purchase Intentions of Health-Conscious Consumers
Högskolan i Jönköping, Internationella Handelshögskolan, IHH, Företagsekonomi. Högskolan i Jönköping, Internationella Handelshögskolan, IHH, Marketing and Logistics.
Högskolan i Jönköping, Internationella Handelshögskolan, IHH, Företagsekonomi. Högskolan i Jönköping, Internationella Handelshögskolan, IHH, Marketing and Logistics.
2017 (engelsk)Independent thesis Advanced level (degree of Master (One Year)), 20 poäng / 30 hpOppgave
Abstract [en]

Background: Agricultural activities occupy a significant part of the world’s land area and the food systems are comprehensively reliant on fossil fuels, resulting in that the sector is responsible for a large percentage of the world’s greenhouse gas emissions. Changes are needed in order to meet the challenges of developing sustainable food systems. One change strategy would be to replace parts of animal proteins with greener plant substitutes. This thesis is part of a four-year transdisciplinary research project with the aim to, within four years, develop domestically produced products based on Swedish legumes. This paper will focus on exploring significant components affecting health-conscious consumers’ attitudes and purchase intentions regarding legumes-based products. By the thesis, valuable information and insights regarding legumes as a protein substitute will be gathered amongst the growing consumer group of health-conscious consumers. 

Purpose: The purpose of this study is to explore the attitudes regarding legumes, and underlying key components affecting health-conscious consumers purchase intentions towards legume-based products. Additionally, two research questions have been developed to reach valuable findings for this investigation. 

sted, utgiver, år, opplag, sider
2017. , s. 92
Emneord [en]
Legumes, Protein Substitute, Attitudes, Purchase Intention, Health-Conscious Consumer, Global Sustainability
HSV kategori
Identifikatorer
URN: urn:nbn:se:hj:diva-35650ISRN: JU-IHH-FÖA-2-20170322OAI: oai:DiVA.org:hj-35650DiVA, id: diva2:1103807
Fag / kurs
IHH, Business Administration
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Examiner
Tilgjengelig fra: 2017-06-08 Laget: 2017-05-31 Sist oppdatert: 2017-06-08bibliografisk kontrollert

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