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

doi:10.1016/j.clrc.2023.100154

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

^*Corresponding author for this work

Department of Management - MAPP - Research on Value Creation in the Food Sector

Research output: Contribution to journal/Conference contribution in journal/Contribution to newspaper › Journal article › Research › peer-review

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Abstract

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.

Original language	English
Article number	100154
Journal	Cleaner and Responsible Consumption
Volume	11
ISSN	2666-7843
DOIs	https://doi.org/10.1016/j.clrc.2023.100154
Publication status	Published - Dec 2023

Keywords

Consumer behaviour
Plant based food
Segmentation
Social network
Sustainability
Tipping point

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

abstract = "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.",

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doi = "10.1016/j.clrc.2023.100154",

language = "English",

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Tipping the next customer on the shoulder? A segmentation study and discussion of targeted marketing to further plant-rich dietary transition. / Aschemann-Witzel, Jessica; Mulders, Maartje D.G.H.; Janssen, Meike et al.
In: Cleaner and Responsible Consumption, Vol. 11, 100154, 12.2023.

Research output: Contribution to journal/Conference contribution in journal/Contribution to newspaper › Journal article › Research › peer-review

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T1 - Tipping the next customer on the shoulder? A segmentation study and discussion of targeted marketing to further plant-rich dietary transition

AU - Aschemann-Witzel, Jessica

AU - Mulders, Maartje D.G.H.

AU - Janssen, Meike

AU - Perez-Cueto, Federico J.A.

PY - 2023/12

Y1 - 2023/12

N2 - 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.

AB - 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.

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KW - Segmentation

KW - Social network

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

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Keywords

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