The impact of green advertisement on the attitude towards meal kits of green consumers
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2020-07-02
Language
en
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Abstract
The convenience food market is upcoming and fast growing. Whereas most convenience food is found to be unhealthy and unsustainable, meal kits are somewhat different. They differ from traditional convenience food as they are still convenient but sustainable at the same time. This sustainable element could speak to green consumers, who normally tend to avoid convenience food due to the unsustainable factor. Prior research already analyzed both the sustainable and convenience component separately. However, it has not been researched yet if green consumers will look differently to meal kits than they do to convenience food in general. To see if green consumers can be attracted to meal kits, this research has tried methods of emphasizing the green components of meal kits via green advertising. This leads to the purpose of this study, which is to see what the impact of green advertising can be on the attitude towards meal kits of green consumers. A questionnaire among 206 respondents is conducted and analyzed by multiple linear regressions. Unfortunately, no significant results have been found after testing the proposed hypotheses. Finally, a discussion, managerial implications and suggestions for future research have been made.
Key words
Convenience food, meal kits, green consumer behavior, green advertisement, green appeals, attitude, purchase intention
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Faculteit der Managementwetenschappen