Making a market for alternatives: marketing devices and the qualification of a vegan milk substitute

Forskningsoutput: TidskriftsbidragArtikel i vetenskaplig tidskrift

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.

Detaljer

Författare
Enheter & grupper
Externa organisationer
  • Göteborgs universitet
Forskningsområden

Ämnesklassifikation (UKÄ) – OBLIGATORISK

  • Övrig annan samhällsvetenskap

Nyckelord

Originalspråkengelska
Sidor (från-till)529-555
TidskriftJournal of Marketing Management
Volym33
Utgåva nummer7-8
StatusPublished - 2017 maj 25
PublikationskategoriForskning
Peer review utfördJa