Supervisor
Tracy Gallagher
Programme
MA in International Business
Keywords
Plant-Based Products, Consumer Behaviour, Brand Perception.
Abstract
This research explores the influence of McDonald’s plant-based product development strategies on consumer behaviour and brand perception. It highlights the challenges McDonald’s faces when launching plant-based products, particularly in the US, where the desired impact on consumers has not been achieved. The study contrasts this with the success of these products in Europe, where they have enhanced the brand’s sustainability image and contributed to profitability. Additionally, McDonald’s has made strides toward promoting healthy eating by offering plant-based and diet products, while also accommodating cultural and religious sensitivities in its menu localization. The findings emphasise the importance of continuing these strategic approaches for McDonald’s sustained global success.
Date of Award
2024
Full Publication Date
2024
Access Rights
open access
Document Type
Dissertation
Resource Type
thesis
Recommended Citation
Yildirim, Meryem, "Changing Nutrition Trends and McDonald’s Product Strategies: The Rise of Plant-Based Products and Their Impact on Consumer Behaviour." (2024). Business ETD Collections. 44.
https://arc.cct.ie/business/44