The Role of Digital Marketing in Plant-based Food Buying Decision Process: A qualitative study with adopters and sympathizers [O Papel do Marketing Digital no Processo de Decisão de Compra de Alimentos de Base Vegetal Um estudo qualitativo com adotantes e simpatizantes]

• Type: Article in International Conference Proceedings Book
• Date: 2021

Authors

Teixeira, S (Author) Other; Holzer, B (Author) Other; Barbosa, B (Author) FEP

Conference proceedings International

Title: Iberian Conference on Information Systems and Technologies, CISTI

16th Iberian Conference on Information Systems and Technologies, CISTI 2021

23 June 2021 through 26 June 2021

Indexing

ISI Web of Knowledge - 0 Citations

Scopus - 0 Citations

Other information

Authenticus ID: P-00V-G73

DOI: 10.23919/cisti52073.2021.9476263

Abstract (EN): This article studies the influence of digital marketing in consumers' making process regarding plant-based diet. The investigation was exploratory, and adopted a descriptive method, consisting of 11 face-to-face interviews and four focus groups with plant-based diet adopters and supporters. A non-probabilistic convenience sampling method was used to recruit participants. This study found that supporters differ from adopters of a plant-based diet regarding their concerns with certification and the difficulty in understanding labels. © 2021 AISTI.

Language: Portuguese

Type (Professor's evaluation): Scientific