Case Study

Purchase Intention for Plant$-$Based Meats

GreenHarvest Foods, a leading producer of plant$-$based meat alternatives, has seen a significant rise in consumer interest over the past few years. The company offers a range of products, including plant$-$based burgers, sausages, and meatballs, which are marketed as healthy, sustainable alternatives to traditional animal$-$based meats. Despite the growing popularity of plant$-$based diets, GreenHarvest Foods faces challenges in understanding and influencing consumer purchase intentions. To address these challenges, the company has conducted a detailed analysis of factors driving consumer decisions in the plant$-$based meat market.

Based on the market analysis, it was found that consumers increasingly view plant$-$based meats as a healthier alternative to traditional meats. This perception is driven by growing awareness of the health benefits associated with reduced consumption of saturated fats and cholesterol. Furthermore, many consumers are motivated by the desire to reduce their carbon footprint and minimize environmental impact.

In addition, taste and quality are crucial in the purchase decision process. Despite the positive health and environmental attributes, some consumers remain skeptical about the taste and texture of plant$-$based meats. Price remains a significant factor in consumer purchasing decisions. Plant$-$based meats are often perceived as more expensive than traditional meats, which can be a barrier to purchase for price$-$sensitive consumers. Consumer trust in the brand and awareness of its products also play vital roles in purchase intention. It is crucial for GreenHarvest to invest in building brand credibility through positive media coverage, endorsements from nutrition experts, and community engagement.

For GreenHarvest Foods, understanding the multifaceted factors driving consumer purchase intentions is crucial for effectively positioning its plant$-$based meat products in the market. Health benefits, environmental sustainability, taste and quality, price, and brand trust are all influential factors. By addressing these elements through targeted marketing, product development, and strategic pricing, GreenHarvest aims to enhance consumer acceptance and drive growth in the plant$-$based meat sector.

Questions: $($CLO$2)$

$1.$ Evaluate the methodological approach $($quantitative$,$ qualitative, or mixed methods$)$ that GreenHarvest Foods could use to understand consumer purchase intentions for plant$-$based meats.

Note: Discuss the advantages and limitations of each approach in capturing the complexities of consumer behaviour. $(35$ marks$)$

$2.$ Assuming a quantitative research approach, propose FIVE $(5)$ hypotheses related to the factors influencing the purchase intention of plant$-$based meats as identified in the case study.

Note: Justify each hypothesis with examples from the case study to illustrate how these factors impact consumer behavior.

$3.$ A well$-$structure sampling design in research encompasses several key elements that collectively guide the process of selecting a sample from a larger population, including the sampling frame and sampling technique.

Describe the sampling design that will be employed in your research on purchase intention of plant$-$based meats.