Marije Slump

Marije Slump is a Master student Global Business and Sustainability at the Rotterdam School of Management. Her field of research is focused on the transition to plant-based diets, and the role of marketing and communication strategies within the retail sector to help consumers make more sustainable decisions. 

Within her Master thesis, she wants to research the buying behavior of consumers with different meat consumption patterns. More specifically, to create a better understanding of the characteristics of meat substitutes that would convince meat-eaters to reduce their meat consumption. Through CBC-design, the effect of different marketing tools (price, brand, flavors) on purchase intention for meat substitutes is tested and compared between meat-eaters and meat reducers (e.g. flexitarians). 

Current meat consumption patterns of society have far-reaching consequences for both people and planet. The livestock sector is damaging ecosystems, biodiversity, and is a significant contributor to greenhouse gas emissions. Although the market of meat substitutes is growing, meat consumption patterns have not decreased. There is a clear gap between the intention to make more sustainable decisions and actual sustainable behavior. Understanding barriers and motivators of consumers towards more plant-based diets can help to define marketing and communication strategies to foster the transition to more plant-based diets.  

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