The main purpose of this study was to examine the main factors that both positively and negatively influence consumers purchasing behavior in terms of insect-based food. By investigating the factors, the study aimed to shed light on how insect-based food can seamlessly penetrate the Swedish market with the use of marketing strategies. In order to further facilitate the study, a qualitative research with an inductive approach was selected. With the foundation of formulated questions, the semi-structured interviews were conducted to gain deeper insights in relation to the study. The interviewees included Swedish residents in the age range of 20-40 and 13 individual interviews were carried out to ensure the quality of data. The study identified some major contributing factors: sustainability, product quality and availability. These major factors, therefore, created a need for potential marketing strategies, which primarily focuses on extensive information sharing and green labelling.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hj-52841 |
| Date | January 2021 |
| Creators | Okutani, Daiki, Wu, Dairong |
| Publisher | Jönköping University, IHH, Redovisning, Marknadsföring, SCM, Informatik och Rättsvetenskap |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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