Description

Liking animals and yet eating them? Paradoxes shape consumer behavior around plant-based diets and open up a view of contradictory desires and values that guide consumers in their decisions. “Paradoxon” examines these tensions using interviews and brand analyses and understands consumer behavior as an interplay of what people think, say, and actually do. If these levels are compared with one another, so-called “gaps” arise – gaps between aspirations and reality in behavior. By clustering the gaps, it became clear that they are not only to be understood as a problem, but can be used as a basis for strategic recommendations for action. This resulted in the model “Dealing with Gaps”, which shows five ways in which brands of vegan substitute products can reach consumers in this field of tension.