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Attractive, annoying or apathetic: Exploring the perception of the contemporary phenomenon of vegan advertisement: The associations of students in the south of Sweden with as vegan advertised assets
Linnaeus University, School of Business and Economics, Department of Organisation and Entrepreneurship. ICN Business School.
Linnaeus University, School of Business and Economics, Department of Organisation and Entrepreneurship. ICN Business School.
2019 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The proliferation of attention given to environmental issues in politics, the media and economics is distinctive for one of the biggest trend movement of the last decades. Past studies have focused on researching green marketing as an emerging topic of importance. However, as vegan advertising is increasingly commonplace on product packages, this thesis provides novel empirical research following an exploratory mixed method research model, investigating the perception of students in the south of Sweden regarding vegan advertised products. Including qualitative in-depth interviews as well as a quantitative online survey, the study provides detailed insights into consumer biases and associations with the term’s vegan and plant-based and its influence on product selection choices. Findings, as well as recommendations are submitted and completed in a conclusive discussion.

Place, publisher, year, edition, pages
2019. , p. 110
Keywords [en]
Vegan, consumer-based marketing, green marketing, sequential exploratory strategy research
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-89009OAI: oai:DiVA.org:lnu-89009DiVA, id: diva2:1349315
Presentation
2019-06-04, 09:00 (English)
Supervisors
Examiners
Available from: 2019-09-09 Created: 2019-09-08 Last updated: 2019-09-09Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf