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]

• Tipo: Artigo em Livro de Atas de Conferência Internacional
• Data: 2021

Autores

Teixeira, S (Autor) Outra; Holzer, B (Autor) Outra; Barbosa, B (Autor) FEP

Ata de Conferência Internacional

Título: 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

Indexação

ISI Web of Knowledge - 0 Citações

Scopus - 1 Citação

Outras Informações

ID Authenticus: 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.

Idioma: Português

Tipo (Avaliação Docente): Científica