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[{"key": "dc.contributor.advisor", "value": "Baumeister, Stefan", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Mustonen, Sanni", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2024-05-23T13:04:48Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2024-05-23T13:04:48Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2024", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/95132", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "This thesis investigates the disconnect between positive attitudes towards vegetarianism and the actual dietary choices among consumers at Semma, a network of university campus restaurants. The study is set against the backdrop of growing environmental and health awareness that positions vegetarian diets as sustainable alternatives to meat consumption as well as Semma\u2019s urge to decrease its carbon footprint. \r\n\r\nUtilizing qualitative research methods, specifically semi-structured interviews with Semma's customers, the thesis studies the motivations and barriers influencing vegetarian food choices. The findings highlight an attitude-behaviour gap where despite recognizing the benefits of vegetarian diets, consumers often opt for non-vegetarian options due to taste preferences, dietary habits, and a perceived lack of fulfilling vegetarian alternatives. \r\n\r\nThe research further explores how communication strategies employed by Semma could bridge this gap by effectively addressing these barriers and enhancing the appeal of vegetarian options. Recommendations are provided for Semma to refine its communication approaches to emphasize the personal and environmental benefits of vegetarian choices, thereby fostering a more sustainable eating culture. \r\n\r\nThis thesis contributes to the broader discourse on sustainable consumer behaviour, offering insights that could assist food service providers in promoting environmentally friendly eating habits through strategic communication.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4m\u00e4 pro gradu -tutkielma tarkastelee kuluttajien kasvissy\u00f6ntiin liittyvien my\u00f6nteisten asenteiden ja todellisten ruokavalintojen v\u00e4list\u00e4 yhteytt\u00e4 Jyv\u00e4skyl\u00e4n yliopiston Semma-kampusravintoloissa. Tutkimus nojaa sek\u00e4 kasvavaan ymp\u00e4rist\u00f6- ja terveystietoisuuteen, joka asettaa kasvisruokavaliot kest\u00e4viksi vaihtoehdoiksi lihankulutukselle, ett\u00e4 Semman pyrkimykseen pienent\u00e4\u00e4 hiilijalanj\u00e4lke\u00e4\u00e4n.\r\n\r\nTutkimus on luonteeltaan laadullinen ja sen tarkoituksena on selvitt\u00e4\u00e4 Semman asiakkaiden puolistrukturoitujen haastatteluiden pohjalta niit\u00e4 motiiveja ja esteit\u00e4, jotka vaikuttavat kasvisruokavalintoihin. Tutkimustulokset korostavat kasvisruokavalintoihin liittyvien asenteiden ja k\u00e4ytt\u00e4ytymisen v\u00e4list\u00e4 kuilua: vaikka kuluttajat ovat tietoisia kasvisruokavalion hy\u00f6dyist\u00e4, he silti valitsevat usein muun kuin kasvisvaihtoehdon makumieltymystens\u00e4, ruokailutottumustensa tai tyydytt\u00e4vien kasvisvaihtoehtojen puutteellisuuden vuoksi.\r\n\r\nLis\u00e4ksi tutkimus pyrkii selvitt\u00e4m\u00e4\u00e4n, miten Semma voisi kehitt\u00e4\u00e4 viestint\u00e4strategiaansa havaitun kuilun kaventamiseksi puuttumalla tehokkaasti esiin nousseisiin esteisiin ja lis\u00e4\u00e4m\u00e4ll\u00e4 kasvisvaihtoehtojen houkuttelevuutta. Tutkimustulokset tarjoavat Semmalle suosituksia viestint\u00e4ns\u00e4 kehitt\u00e4miseksi, jotta kasvisruokavalintojen henkil\u00f6kohtaisia ja ymp\u00e4rist\u00f6hy\u00f6tyj\u00e4 voitaisiin korostaa ja siten edist\u00e4\u00e4 kest\u00e4v\u00e4mp\u00e4\u00e4 ruokakulttuuria.\r\n\r\nT\u00e4m\u00e4 tutkielma edist\u00e4\u00e4 laajempaa keskustelua kest\u00e4v\u00e4st\u00e4 kuluttajak\u00e4ytt\u00e4ytymisest\u00e4 tarjoamalla n\u00e4k\u00f6kulmia, jotka voivat auttaa ruokapalvelujen tarjoajia edist\u00e4m\u00e4\u00e4n ymp\u00e4rist\u00f6yst\u00e4v\u00e4llisi\u00e4 ruokailutottumuksia strategisen viestinn\u00e4n keinoin.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija.group@korppi.jyu.fi) on 2024-05-23T13:04:48Z\r\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2024-05-23T13:04:48Z (GMT). No. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "57", "language": null, "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "eng", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "CC BY-NC-ND 4.0", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.title", "value": "From Hesitation to Action: Communicating to Overcome Barriers and Motivate Vegetarian Choices at Semma", "language": null, "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202405233897", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4 University School of Business and Economics", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Corporate Environmental Management", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Yritysten ymp\u00e4rist\u00f6johtaminen", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.copyright", "value": "\u00a9 The Author(s)", "language": null, "element": "rights", "qualifier": "copyright", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://creativecommons.org/licenses/by-nc-nd/4.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}]
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