Meal-kits: What drives consumption?
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2020-08-28
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en
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Meal-kits are becoming increasingly popular in Western society and this is reflected by the vast amount of meal-kit delivery services and grocery stores selling meal-kits. Western people are preoccupied with their job and perceive their life to be very busy. To decrease the time and effort involved with cooking a meal, the need for convenient meals is increasing. Prior work in the field of convenient meals is predominantly focussed on what exactly is convenience food and what drives the consumption and purchase intention of it. Drivers such as price, effort reduction and healthiness are identified as important factors in determining the purchase intention for convenience food. So far, little is known about what drives consumers to buy meal-kits and whether the drivers for convenience food are also important for the purchase intention of meal-kits. Further, the difference in drivers between specialized providers and grocery stores as well as the role of brand loyalty remains unclear.
This study verifies if the drivers for the purchase intention of convenience food are also important for meal-kits while accounting for the moderating effect of specialized providers versus grocery stores and brand loyalty. The results show that price, effort reduction and healthiness do not affect the purchase intention for meal-kits. Moreover, there is no difference in drivers between specialized providers and grocery stores offering meal-kits. Furthermore, brand loyalty does not affect the relationships between the drivers and the purchase intention but does affect the purchase intention directly. These findings help managers and marketers in developing more knowledge on what factors are not important when they want to increase the purchase intention of their customers.
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Faculteit der Managementwetenschappen