{"title":"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","authors":"Jessica Aschemann-Witzel , Maartje D.G.H. Mulders , Meike Janssen , Federico J.A. Perez-Cueto","doi":"10.1016/j.clrc.2023.100154","DOIUrl":null,"url":null,"abstract":"<div><p>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.</p></div>","PeriodicalId":34617,"journal":{"name":"Cleaner and Responsible Consumption","volume":null,"pages":null},"PeriodicalIF":3.7000,"publicationDate":"2023-11-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://www.sciencedirect.com/science/article/pii/S2666784323000554/pdfft?md5=bb727a5d13f951668e86d6cabc3499fa&pid=1-s2.0-S2666784323000554-main.pdf","citationCount":"0","resultStr":"{\"title\":\"Tipping the next customer on the shoulder? A segmentation study and discussion of targeted marketing to further plant-rich dietary transition\",\"authors\":\"Jessica Aschemann-Witzel , Maartje D.G.H. Mulders , Meike Janssen , Federico J.A. Perez-Cueto\",\"doi\":\"10.1016/j.clrc.2023.100154\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<div><p>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.</p></div>\",\"PeriodicalId\":34617,\"journal\":{\"name\":\"Cleaner and Responsible Consumption\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":3.7000,\"publicationDate\":\"2023-11-23\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"https://www.sciencedirect.com/science/article/pii/S2666784323000554/pdfft?md5=bb727a5d13f951668e86d6cabc3499fa&pid=1-s2.0-S2666784323000554-main.pdf\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Cleaner and Responsible Consumption\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://www.sciencedirect.com/science/article/pii/S2666784323000554\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"ENVIRONMENTAL SCIENCES\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Cleaner and Responsible Consumption","FirstCategoryId":"1085","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S2666784323000554","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"ENVIRONMENTAL SCIENCES","Score":null,"Total":0}
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.