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Marketing Animal-Friendly Products: Addressing the Consumer Social Dilemma with Reinforcement Positioning Strategies
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Contributor(s):: Lenka van Riemsdijk, Paul T.M. Ingenbleek, Hans C.M. van Trijp, Gerrita van deer Veen
This article presents a conceptual framework that aims to encourage consumer animal-friendly product choice by introducing positioning strategies for animal-friendly products. These strategies reinforce the animal welfare with different types of consumption values and can therefore reduce...