"Preaching to the Middle of the Road: Strategic Differences in Persuasive Appeals for Meat Anti-Consumption" by Cat Armstrong Soule

Selected Works of Cat Armstrong Soule

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Preaching to the Middle of the Road: Strategic Differences in Persuasive Appeals for Meat Anti-Consumption

British Food Journal (2019)

Cat Armstrong Soule, Western Washington University
Tejvir Sekhon, Western Washington University

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Abstract

The purpose of this paper is to explore strategic differences in marketing communication tactics for vegan and humane meat brands.

Keywords

Vegan,
Consumer behavior,
Motivation,
Packaging,
Food,
Anti-consumption

Disciplines

Marketing

Publication Date

January, 2019

DOI

https://doi-org.ezproxy.library.wwu.edu/10.1108/BFJ-03-2018-0209

Publisher Statement

Citation Information

Armstrong Soule, Catherine A. and Tejvir Singh Sekhon (2018), “Preaching to the Middle of the Road: Strategic Differences in Persuasive Appeals for Meat Anti-Consumption,” British Food Journal, 121(1), 157-171.