| Research Title |
The Persuasion of Message Framing Enhances Decision to Purchase Plant-Based Menu Items
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| Date of Distribution |
25 August 2022 |
| Conference |
| Title of the Conference |
International Conference on Tourism and Business (ICTB) |
| Organiser |
Lucerne University of Applied Sciences and Art |
| Conference Place |
Lucerne University of Applied Sciences and Art Building |
| Province/State |
Lucerne, Switzerland |
| Conference Date |
24 August 2022 |
| To |
27 August 2022 |
| Proceeding Paper |
| Volume |
2022 |
| Issue |
1 |
| Page |
14-21 |
| Editors/edition/publisher |
Prof. Dr. Jurg Stettler, Prof. Dr. Timo Ohnmacht, Dr. Anna Para/4/Lucerne University of Applied Sciences and Art |
| Abstract |
Sustainable foods such as plant-based meat have received much attention recently, especially during the Covid 19 pandemic. However, changing consumers' eating behaviour from conventional meat to plant-based meat is still challenging. Thus, this study investigated the effects of message framing on consumers' choices of plant-based foods. Using an online experimental survey, logistic regression results showed that framing a plant-based menu item with animal welfare benefits increased consumers' likelihood of purchasing a plant-based menu item almost three times more than no message framing. |
| Author |
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| Peer Review Status |
มีผู้ประเมินอิสระ |
| Level of Conference |
นานาชาติ |
| Type of Proceeding |
Full paper |
| Type of Presentation |
Oral |
| Part of thesis |
true |
| Presentation awarding |
true |
| Award Title |
Best Master Student Paper |
| Type of award |
รางวัลด้านวิชาการ วิชาชีพ |
| Organiser |
Lucerne University of Applied Sciences and Art |
| Date of awarding |
26 สิงหาคม 2565 |
| Attach file |
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| Citation |
0
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Publication
Journal Publication
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