Browsing by Author "Johnson, Zoe"

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    Processed vegan food packaging : influencing vegan diet and lifestyle consumption choices : a thesis presented in partial fulfilment of the requirements for the degree of Master of Science in Nutrition and Dietetics at Massey University, Albany, New Zealand
    (Massey University, 2024) Johnson, Zoe
    As the demand for plant-based meat analogues (PBMAs) continues to surge globally, understanding the marketing tools that drive consumer choice becomes imperative. This thesis presents findings of a research project that explores the design and packaging of vegan food products (specifically focusing on PBMAs) and how such designs and packaging can influence consumption choices in the context of the New Zealand vegan market. PBMA products and packaging available at New Zealand supermarkets were identified and reviewed based on the design features of their packaging. This process informed the development of an online survey. The survey gauged perceptions of, and preferences regarding vegan diets and PBMA packaging. 235 participated in the study. The primary motivation for following a vegan diet was animal welfare, followed by environmental concerns and health. Factors influencing purchase decisions for PBMAs included nutrient claims on packaging, with protein having the highest positive influence. Environmental concerns also played a significant role, with eco-friendly packaging and positive environmental claims being important. Packaging images, particularly of the final prepared product, had a significantly positive impact on purchasing decisions of PBMAs. This research provides valuable insights into what can influence vegan consumer choices when it comes to purchasing PBMAs. Further research is necessary, including looking at how the market is maturing, with buyers becoming more aware of nutrients and the processing status.