DOAJ Open Access 2023

Tipping the next customer on the shoulder? A segmentation study and discussion of targeted marketing to further plant-rich dietary transition

Jessica Aschemann-Witzel Maartje D.G.H. Mulders Meike Janssen Federico J.A. Perez-Cueto

Abstrak

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.

Topik & Kata Kunci

Environmental effects of industries and plants Economic growth, development, planning

Penulis (4)

Jessica Aschemann-Witzel

Maartje D.G.H. Mulders

Meike Janssen

Federico J.A. Perez-Cueto

Format Sitasi

APA MLA BibTeX

Aschemann-Witzel, J., Mulders, M.D., Janssen, M., Perez-Cueto, F.J. (2023). Tipping the next customer on the shoulder? A segmentation study and discussion of targeted marketing to further plant-rich dietary transition. https://doi.org/10.1016/j.clrc.2023.100154

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Informasi Jurnal

Tahun Terbit: 2023
Sumber Database: DOAJ
DOI: 10.1016/j.clrc.2023.100154
Akses: Open Access ✓