The impact of value-based positioning strategies on consumer animal-friendly product choice’
This doctoral research focuses on the marketing of animal-friendly products and the role of emotions herein. The current product offer is typically positioned on the sustainability element, which, for many consumers, presents a weak purchase motive. The sustainable value of the product can be reinforced by creating a mental link between the animal friendliness and other types of consumer value, such as emotional, social or sensory value. Such a strategy could increase the attractiveness of the animal-friendly product.
The aim of the research is twofold:
- to investigate the effectiveness of various value-based positioning strategies on animal-friendly product choice;
- to test factors influencing the effectiveness of the positioning strategies, such as consumer personal characteristics or manufacturer’s corporate social responsibility (CSR) strategy.
This research will benefit companies and NGO’s by providing more insight into how to effectively market animal-friendly products.
The research is conducted by Lenka van Riemsdijk, under the supervision of dr. Paul Ingenbleek, prof. dr. ir. Hans van Trijp and dr. Gerrita van der Veen.