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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
Jönköping University, Jönköping International Business School, JIBS, Business Administration. Jönköping University, Jönköping International Business School, JIBS, Marketing and Logistics.
Jönköping University, Jönköping International Business School, JIBS, Business Administration. Jönköping University, Jönköping International Business School, JIBS, Marketing and Logistics.
2017 (English)Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesis
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. 

Place, publisher, year, edition, pages
2017. , 92 p.
Keyword [en]
Legumes, Protein Substitute, Attitudes, Purchase Intention, Health-Conscious Consumer, Global Sustainability
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-35650ISRN: JU-IHH-FÖA-2-20170322OAI: oai:DiVA.org:hj-35650DiVA: diva2:1103807
Subject / course
IHH, Business Administration
Supervisors
Examiners
Available from: 2017-06-08 Created: 2017-05-31 Last updated: 2017-06-08Bibliographically approved

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fulltext(1473 kB)31 downloads
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Citation style
  • apa
  • ieee
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