Flesh out the Climate Debate: A Case Study of how Hanegal can Address the Danish Consumers’ Difficulties Regarding a Plant-based Diet

Lars Bagge Gaarde & Mick Camillo B. Poulsen

Student thesis: Master thesis

Abstract

Hanegal is a Danish-founded organic food manufacturer that produces and offers various sorts of sliced cold meat. However, the company wish to reconstruct their business in line with their vision for 2030, at which 85% of Hanegals production will be plant-based with the purpose to remedy climate-change. Thus, the purpose of this thesis is to explore how Hanegal can use branding to influence the Danish consumers to prefer the company’s plant-based products rather than meat products.
Two separate examinations constitute the full analysis. First, an examination of why it can be difficult for the Danish consumers to substitute meat with plant-based products in their daily life, investigated from a cognitive-psychological and social-psychological approach. Next, an examination of how Hanegal’s branding can create preference for its plant-based products through purpose branding. On the basis of these two analyses it is discussed and evaluated how Hanegal can use branding to influence Danish consumers to prefer the company’s plant-based products rather than meat products, which is summarized in an overall conclusion.
The results from the first examination shows that the Danish consumers face three essential barriers when they intend to substitute meat with plant-based products, including limited choices, high prices and ingrained dietary habits and traditions. However, the ingrained dietary habits and traditions was identified as the most prevalent barrier for the Danish consumers, for which reason it was investigated further. It showed that some cultural impediments and social gatherings makes it very difficult for Danish consumers to change their dietary habits. The results from the second examination shows that Hanegal’s branding could profitably focus on its purpose in the food industry, which also frames the brand identity and can be characterized as unique, authentic and distinct. As a result, the purpose may create preference for Hanegal’s plant-based products.
In the end of the thesis, it is discussed and evaluated that Hanegal’s purpose branding cannot be exclusively adequate in order to convince the Danish consumers to eat plant-based products rather than meat products. As a consequence, Hanegal must incorporate persuasional elements, such as modelling, in its branding, in order to be perceived as relevant for the Danish consumers. It is then concluded, that by using storytelling as a means, Hanegal can both incorporate its purpose branding and modelling in its branding, and thereby appropriately influence the Danish consumers to prefer its plant-based products.

EducationsMSc in Business Administration and Organizational Communication, (Graduate Programme) Final Thesis
LanguageDanish
Publication date2020
Number of pages121