To the top

Page Manager: Webmaster
Last update: 9/11/2012 3:13 PM

Tell a friend about this page
Print version

Making a Market for Alter… - University of Gothenburg, Sweden Till startsida
Sitemap
To content Read more about how we use cookies on gu.se

Making a Market for Alternatives: Marketing Devices and the Qualification of a Vegan Milk Substitute

Journal article
Authors Christian Fuentes
Maria Fuentes
Published in Journal of Marketing Management
Volume 33
Issue 7-8
Pages 529-555
Publication year 2017
Published at Centre for Retailing
Centre for Consumer Science
Pages 529-555
Language en
Links www.tandfonline.com/doi/full/10.108...
Keywords Vegan consumption, food substitutes, sustainability, alternative, market devices, qualification
Subject categories Business Administration

Abstract

The aim of this paper is to describe, conceptualise and critically discuss how and with what consequences marketing is used to construct a mass market for vegan substitutes. Drawing on the concepts of the marketing device and qualification, it shows how Oatly – a Swedish company making oat-based products – enrols three sets of marketing devices, i.e. digital media, packaging and stores, to simultaneously ‘alternativise’ and ‘convenienise’ its range of vegan products. The result is the material and discursive construction of a range of vegan products that is qualified as different enough from conventional dairy products to be an attractive alternative, but similar enough to fit into existing practices of shopping for food, cooking and eating. By qualifying products along multiple registers, Oatly constructs ‘plastic’ products, which can be consumed, for various reasons, by various groups of consumers thus enacting a multi-niche market for its products.

Page Manager: Webmaster|Last update: 9/11/2012
Share:

The University of Gothenburg uses cookies to provide you with the best possible user experience. By continuing on this website, you approve of our use of cookies.  What are cookies?