Universität zu Köln

Kunz, Sonja ORCID: 0000-0001-6196-3298, Florack, Arnd ORCID: 0000-0001-9906-0043, Campuzano, Ines and Alves, Hans (2021). The sustainability liability revisited: Positive versus negative differentiation of novel products by sustainability attributes. Appetite, 167. LONDON: ACADEMIC PRESS LTD- ELSEVIER SCIENCE LTD. ISSN 1095-8304

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Abstract

In response to a growing consumer trend towards meat reduction and more plant-based diets, the food industry develops meat-reduced food innovations, such as blended products which replace part of their meat with plant based ingredients. These products are usually promoted as being more sustainable than existing products. However, it is not clear whether sustainability attributes are used by consumers to positively or negatively differentiate these novel products from existing ones. We investigated these two possibilities in two studies. In Study 1, we tested in an online survey whether positive sustainability attributes of novel food products generally affect purchase intentions in a positive or negative way, mediated by taste expectations. In Study 2, we investigated in a field study in a restaurant the choice of a novel blended meat product versus a classic product. In particular, we tested whether the blended meat product is more likely to share positive attributes with a classic alternative than negative attributes and might therefore lack the power of positive differentiation. The results of Study 1 show a positive differentiation by sustainability when taste attributes are equal compared with a classic product. However, Study 2 demonstrates that the mechanisms of a negative differentiation might attenuate these positive effects, because positive hedonic attributes of the novel blendedmeat product more likely apply also to the classic product than the negative attributes.

Item Type:	Journal Article
Creators:	Creators Email ORCID ORCID Put Code Kunz, Sonja UNSPECIFIED orcid.org/0000-0001-6196-3298 UNSPECIFIED Florack, Arnd UNSPECIFIED orcid.org/0000-0001-9906-0043 UNSPECIFIED Campuzano, Ines UNSPECIFIED UNSPECIFIED UNSPECIFIED Alves, Hans UNSPECIFIED UNSPECIFIED UNSPECIFIED
URN:	urn:nbn:de:hbz:38-569899
DOI:	10.1016/j.appet.2021.105637
Journal or Publication Title:	Appetite
Volume:	167
Date:	2021
Publisher:	ACADEMIC PRESS LTD- ELSEVIER SCIENCE LTD
Place of Publication:	LONDON
ISSN:	1095-8304
Language:	English
Faculty:	Unspecified
Divisions:	Unspecified
Subjects:	no entry
Uncontrolled Keywords:	Keywords Language CONSUMER PERCEPTION; TASTY INTUITION; ANIMAL-WELFARE; FOOD; MEAT; QUALITY; INFORMATION; DIRECTION; CHOICE; HEALTH Multiple languages Behavioral Sciences; Nutrition & Dietetics Multiple languages
URI:	http://kups.ub.uni-koeln.de/id/eprint/56989