Repository logo
 

Cis-male perspectives on advertising and marketing design for farm-to-table restaurants

Simple item page
dc.contributor.authorJensen, Maya Faye, author
dc.contributor.authorAbrams, Katie, advisor
dc.contributor.authorGoar, Allison, committee member
dc.contributor.authorTham, Samuel, committee member
dc.date.accessioned2023-08-28T10:28:02Z
dc.date.available2023-08-28T10:28:02Z
dc.date.issued2023
dc.description.abstractSustainable green marketing emerged in the 1990's in response to consumer demands for greater access to sustainable options in an effort to protect future generations ahead. These changes would soon be incorporated into the self-regulation practice of corporate social responsibility (CSR) as it expanded businesses' concern for the environment through operations. Greenwashing emerged as some corporations took advantage of green marketing and were found guilty for misleading consumers about how environmentally responsible they were. Overtime, research has found environmental messaging in this context to be more traditionally feminine based on design elements like font, color, and imagery. This led the researcher to explore farm-to-table advertising, as there is limited research in this area regarding advertising and gender. Farm-to-tables reduce their carbon footprint by designing their menus to be seasonal and sourcing ingredients from local farms. An exploratory, qualitative study was conducted to understand cis-male college students' perceptions of and experiences with ads for farm-to-table restaurants as this perspective is often left out in marketing for this business. This study and its supplementary materials were guided by social role theory, theory of green purchase behavior and source credibility theory. A thematic analysis of participants' responses led to the emergence of four themes. Results from interviews with Colorado State University cis-male college students provided deeper insights into how design elements, previous experiences, relationships and perceptions impacted their attitudes and perceived credibility towards farm-to-table restaurants.
dc.format.mediumborn digital
dc.format.mediummasters theses
dc.identifierJensen_colostate_0053N_17776.pdf
dc.identifier.urihttps://hdl.handle.net/10217/236886
dc.languageEnglish
dc.language.isoeng
dc.publisherColorado State University. Libraries
dc.relation.ispartof2020-
dc.rightsCopyright and other restrictions may apply. User is responsible for compliance with all applicable laws. For information about copyright law, please see https://libguides.colostate.edu/copyright.
dc.titleCis-male perspectives on advertising and marketing design for farm-to-table restaurants
dc.typeText
dcterms.rights.dplaThis Item is protected by copyright and/or related rights (https://rightsstatements.org/vocab/InC/1.0/). You are free to use this Item in any way that is permitted by the copyright and related rights legislation that applies to your use. For other uses you need to obtain permission from the rights-holder(s).
thesis.degree.disciplineJournalism and Media Communication
thesis.degree.grantorColorado State University
thesis.degree.levelMasters
thesis.degree.nameMaster of Science (M.S.)

Files

Original bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
Jensen_colostate_0053N_17776.pdf
Size:
1.52 MB
Format:
Adobe Portable Document Format
Download

Collections

2020-
Theses and Dissertations