MARKETING POSITIONING OF CULTIVATED MEAT

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60460709%3A41110%2F22%3A92872" target="_blank" >RIV/60460709:41110/22:92872 - isvavai.cz</a>
Result on the web
<a href="https://ap.pef.czu.cz/dl/109885?lang=en" target="_blank" >https://ap.pef.czu.cz/dl/109885?lang=en</a>
DOI - Digital Object Identifier
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Result language
angličtina
Original language name
MARKETING POSITIONING OF CULTIVATED MEAT
Original language description
Cultivated meat, as a product that can be characterized as a paradigm innovation, must be characterized for customers in terms of its marketing position before it can be marketed. The analysis of communication on the social network Instagram was chosen for this area in this research. Based on extracted data, which contained 2 264 messages created by 423 individual users - 97 of the posts which are published k on Instagram in connection with the hashtag cultivatedmeat to 5th March 2022. An analysis of communication on the Instagram social network in the field of cultivated meat identified five main areas that define cultivated meat: 1 sustainable meat 2 future food 3 alternative protein 4 clean meat 5 vegan food. The fifth very important area is the area of vegan food, which is an area that is widely discussed on social networks and is just raising the question for qualitative research. Is cultivated meat alternative meat for vegan?
Czech name
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Czech description
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Publication year
2022
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
AGRARIAN PERSPECTIVES XXXI. GREEN DEAL – FUTURE PERSPECTIVES PROCEEDINGS of the 31st International Scientific Conference
ISBN
978-80-213-3211-9
ISSN
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e-ISSN
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Number of pages
9
Pages from-to
49-57
Publisher name
Czech University of Life Sciences Prague
Place of publication
Czech University of Life Sciences Prague
Event location
Prague
Event date
Sep 14, 2023
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
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