Author(s)

Tianyue Gu ¹

Affiliation(s)

¹ College of Business, Macquarie University, Chengdu, Sichuan, China

Corresponding Author

Tianyue Gu

ABSTRACT

The paper identified the consumer behavior of Beyond Meat by the concept of learning, analyzed the case from the perspective of consumer learning and behaviors, and applied two learning theories: behavioral learning theory and cognitive learning theory. The paper found that plant-based Meat can attract more consumers via its taste and shape. The paper also analyses the target market, brand vision, modelling, and culture by cognitive learning theory. However, brand vision cannot change consumers' meat preferences. Other factors can give positive reactions. Lastly, the paper gives two recommendations: changing the factors of CSR in vision and reducing the price.

KEYWORDS

Consumer Behavoior, Behavioral learning theory, Cognitive learning theory

CITE THIS PAPER

Tianyue Gu, A Study of Beyond Meat in Consumer Behavior. Information Systems and Economics (2024) Vol. 5: 186-190. DOI: http://dx.doi.org/10.23977/infse.2024.050325.

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