Case Studies
Understanding plastic-free grocery shopping
We employed a qualitative approach to understand the experience of consumers trying to reduce the amount of plastic in their grocery shop. We collected data from in-depth interviews with 18 New Zealand consumers aged 20 to 79. Using thematic analysis, we identify four mechanisms that are important in facilitating plastic-free food shopping. Four recommendations are made for manufacturers, retailers, policymakers, and social marketers aiming to foster plastic-free grocery shopping.
Exploring the impact of climate change on the decision to have kids
We employed a mixed-methods approach to explore the experiences of young adults concerned about climate change navigating the decision to have kids. We collected data from user-generated content and in-depth interviews with 24 consumers from the United States and New Zealand aged 18 to 35. Using content and thematic analysis, we show that overconsumption, overpopulation, and uncertainty about the future underpinned young adults’ motivations for not having children in response to climate change. Three key recommendations are made for policymakers and businesses wanting to support consumers in having children in the age of climate change.
Exploring the adoption of plant-based meats
We employed a qualitative approach to understand the experiences of consumers buying and using plant-based meats. We collected data from in-depth interviews with 25 New Zealand consumers aged 18 to 65. Using thematic analysis, we show that consumers' experiences are hinged on three central elements relating to materials, meanings, and competencies. Four key recommendations are made for manufacturers, retailers, policymakers, and social marketers aiming to encourage the consumption of plant-based products and limit meat in consumer diets.
Understanding meat reduction in young adults
We employed a mixed-methods approach to explore the experience of young adults transitioning towards a flexitarian diet. We collected data from in-depth interviews, food diaries, and body mapping with 23 New Zealand consumers aged 18 to 35. Using thematic analysis, we show that young flexitarians’ experiences are centred on four central themes relating to control, compromise, cravings, and concern. Four key recommendations are made for manufacturers, retails, policymakers, and social marketers aiming to encourage meat reduction and increase the consumption of plant-based foods.