给下一位顾客的肩膀打小费?目标营销进一步促进植物性饮食转型的细分研究与探讨

IF 3.7 Q2 ENVIRONMENTAL SCIENCES Cleaner and Responsible Consumption Pub Date : 2023-11-23 DOI:10.1016/j.clrc.2023.100154
Jessica Aschemann-Witzel , Maartje D.G.H. Mulders , Meike Janssen , Federico J.A. Perez-Cueto
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引用次数: 0

摘要

农业部门对自然资源的使用和气候影响负有很大的责任。可持续的食品系统转型要求大多数消费者开始更多地食用植物性食品。然而,到目前为止,只有一小部分消费者主要食用植物性食品。在可持续发展转型和社会网络理论的积极临界点的概念背景下,本文使用丹麦代表性消费者调查数据的细分分析来表征在减少肉类的心理驱动因素或障碍方面不同的细分。在发现的8个细分市场中,有3个已经是利基市场的一部分,3个是与植物为基础的,但2个是潜在的下一个消费者。我们讨论了如何以符合细分市场潜在动机和障碍的方式引发行为改变,以食用更多富含植物的食物,并为可持续粮食系统转型的文献和工作做出贡献。
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Tipping the next customer on the shoulder? A segmentation study and discussion of targeted marketing to further plant-rich dietary transition

The agricultural sector is responsible for a large share of natural resource use and climate impact. A sustainable food system transition requires amongst others that a majority of consumers begins to eat more plant based. However, so far, only a niche or minority of consumers eats primarily plant based. With a conceptual background in positive tipping points in sustainability transitions and social network theory, this paper uses a segmentation analysis of representative consumer survey data in Denmark to characterize segments that differ in psychographic drivers or barriers of meat reduction. From the eight segments found, three are already part of the niche, three emerge as opposed to plant-based, but two are potential next consumers. We discuss how to trigger behaviour change towards eating more plant-rich in ways that match the segments potential motivations and barriers and contribute to literature and work on sustainable food systems transitions.

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来源期刊
Cleaner and Responsible Consumption
Cleaner and Responsible Consumption Social Sciences-Social Sciences (miscellaneous)
CiteScore
4.70
自引率
0.00%
发文量
40
审稿时长
99 days
期刊最新文献
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