Christian Fuentes
Professor
Making a market for alternatives: marketing devices and the qualification of a vegan milk substitute
Författare
Summary, in English
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.
Avdelning/ar
- Institutionen för tjänstevetenskap
Publiceringsår
2017-05-25
Språk
Engelska
Sidor
529-555
Publikation/Tidskrift/Serie
Journal of Marketing Management
Volym
33
Issue
7-8
Dokumenttyp
Artikel i tidskrift
Förlag
Westburn Publishers
Ämne
- Other Social Sciences not elsewhere specified
Nyckelord
- vegan consumption
- food substitutes
- sustainability
- alternative
- market devices
- qualification
Status
Published
ISBN/ISSN/Övrigt
- ISSN: 1472-1376