From Hesitation to Action: Communicating to Overcome Barriers and Motivate Vegetarian Choices at Semma

This thesis investigates the disconnect between positive attitudes towards vegetarianism and the actual dietary choices among consumers at Semma, a network of university campus restaurants. The study is set against the backdrop of growing environmental and health awareness that positions vegetarian diets as sustainable alternatives to meat consumption as well as Semma’s urge to decrease its carbon footprint. Utilizing qualitative research methods, specifically semi-structured interviews with Semma's customers, the thesis studies the motivations and barriers influencing vegetarian food choices. The findings highlight an attitude-behaviour gap where despite recognizing the benefits of vegetarian diets, consumers often opt for non-vegetarian options due to taste preferences, dietary habits, and a perceived lack of fulfilling vegetarian alternatives. The research further explores how communication strategies employed by Semma could bridge this gap by effectively addressing these barriers and enhancing the appeal of vegetarian options. Recommendations are provided for Semma to refine its communication approaches to emphasize the personal and environmental benefits of vegetarian choices, thereby fostering a more sustainable eating culture. This thesis contributes to the broader discourse on sustainable consumer behaviour, offering insights that could assist food service providers in promoting environmentally friendly eating habits through strategic communication.