The Influence of the Pursuit of Meaning on Food Choices
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2024-07-02
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en
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This study builds on previous research by Mead and Williams (2022), which has examined the pursuit of meaning in various product contexts, but not yet in the context of food. This study investigated how the pursuit of meaning affects consumers' food choices. A total of 227 respondents participated in an online experiment with a 2x2 design, which examined the variables healthy vs unhealthy meals and boundaries vs no boundaries, specifically within the context of pursuing meaning. The results show that the findings of Mead and Williams (2022) are not confirmed in this study. Individuals pursuing meaning did not choose unhealthy meals, but rather more often chose relatively healthier meals. Moreover, boundaries did not appear to influence choices. The possible explanations for why pursuing meaning has different outcomes in the context of food are discussed in detail in the discussion, along with the implications for managers. This study ends with a detailed discussion of limitations and suggestions for future research and concludes with a conclusion.
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Faculteit der Managementwetenschappen