In deze masterproef werd nagegaan of een vegan label effect heeft op de perceptie, aankoopintentie en bereidheid een meerprijs te betalen van producten, naargelang type merk. Meer specifiek werd een onderscheid gemaakt tussen producten van A-merken, huismerken, en merkloze producten. Indien er sprake was van een significant effect, onderzochten we welke invloed het vegan label uitoefende op elke categorie, en in welke mate.
We concluderen dat een vegan gelabeld product gezonder wordt gepercipieerd dan een product zonder vegan keurmerk, ongeacht het type merk. Daarnaast bleek dat het product zonder merk- en labelaanduiding gezonder werd bevonden dan het A-merkproduct zonder labelaanduiding. Het toevoegen van een vegan label heeft significante positieve gevolgen op de gezondheid- en milieuvriendelijkheidperceptie bij A-merken. Vervolgens stelden we vast dat bij aanwezigheid van een vegan label de milieuvriendelijkheidsperceptie van het product hoger ligt dan bij het product zonder vegan label, wederom ongeacht het merk. Merkloze producten zonder vegan label scoorden hoger in milieuvriendelijkheid dan A-merkproducten zonder keurmerk. Opmerkelijk, daalde de aankoopintentie voor het A-merk bij aanwezigheid van een vegan label in vergelijking met A-merk zonder label. De bereidheid tot meerprijs betalen is het grootst voor A-merk zonder vegan label. Echter, bij aanwezigheid van vegan label daalt deze bereidheid. Bij het huismerk stijgt de bereidheid een meerprijs te betalen bij vegan gelabelde producten ten opzichte van niet- gelabelde producten. De aankoopintentie en bereidheid tot meerprijs te betalen is groter bij A- merken dan huismerken of merkloze producten. Merkentrouw verzwakt de relatie tussen vegan label en aankoopintentie, bovenal wanneer de merktrouw sterk is.
Tot slot bespreken we de limitaties verbonden aan deze studie en aanwijzingen voor toekomstig onderzoek. De determinatiecoëfficiënt (R2) was bij elk model eerder laag, waardoor de
verklaringswaarde daalt. Dit maakt het moeilijk conclusies te trekken voor de gehele populatie. Bijkomend, werd in elke conditie gebruik gemaakt van zwarte chocolade om de vegan voorwaarde te vervullen. Er werd echter niet gepeild naar de voorkeur in chocolade van de respondent (wit, melk, puur, etc.). De aankoopintentie en bereidheid om een meerprijs te betalen zal waarschijnlijk lager liggen bij respondenten die pure chocolade niet graag eten. Tot slot wijzen we erop dat deze enquête enkel werd verspreid onder Belgische respondenten, waardoor het moeilijk is algemene conclusies te trekken. Ten eerste omdat elk land eigen gewoontes en voorkeuren kent, alsook consumentengedrag. Maar ook omdat we vaststellen dat de ‘vegan trend’ België (nog) nog niet
volledig bereikt heeft, in vergelijking met andere landen (o.a. Duitsland of Nederland). Hoe meer consumenten in het dagelijks geconfronteerd met het vegan label en veganistische producten, hoe meer de consument geïnformeerd zal (willen) zijn over deze producten. Hoe beter geïnformeerd, bijvoorbeeld over de gezondheidsvoordelen, hoe groter de kans dat de perceptie ten opzichte van vegan producten verandert, en daarbij ook de aankoopintentie (Joy, 2018). De kans dat ditzelfde onderzoek binnen een aantal jaren leidt tot andere resultaten, is daarom reëel. Toekomstig onderzoek kan dieper ingaan op de vegan trend, alsook in het vergelijken van de verschillen in landen onderling. Verder onderzoek zou ook dieper kunnen ingaan op de resultaten van dit onderzoek. Bijvoorbeeld, een wetenschappelijke verklaring geven aan het feit dat merkloze chocolade gezonder en milieuvriendelijker wordt ingeschat dan chocolade van een A-merk (cf. deel 5) en/of verklaren waarom dit effect niet significant is bij merkloze chocolade ten opzichte van het huismerk, respectievelijk huismerk ten opzichte van A-merk. Ten slotte zou dit onderzoek meer correcte en specifieke resultaten bekomen indien echte smaaktesten en/of fieldstudies werden uitgevoerd. Het onderzoek werd gelimiteerd doordat, omwille van de geldende coronamaatregelen, enkel online gepeild kan worden naar meningen. Meer bepaald naar intenties en verwachtingen, terwijl het effectief proeven en/of de koopmogelijkheid hebben, meer waardevolle informatie zou opleveren. Bijgevolg zou dit onderzoek opnieuw uitgevoerd kunnen worden in een meer realistische setting.
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