BRAND CHOSEN: Green Butchery

According to Meticulous Research (2020), the global market for plant-based food market (or called plant-based protein, including plant-based meat, seafood, milk, egg, and dairy) is expected to be worth US$74.2 billion by 2027 with a compounded annual growth rate of 11.9% from 2020. Bloomberg Intelligence (2021) also estimates that global retail sales of plant-based food may reach US$162 billion by 2030. Investments into this segment have also surged with the likes of Temasek investing millions into companies like Next Gen Meat, Float Foods, and Growthwell.

With the growing trends of healthier and sustainable living, Green Butchery (https://greenbutchery.com/) was founded on a vision to make healthier and sustainable eating a tasty lifestyle choice. Green Butchery aspires to be the marketplace and community platform to go for healthy sustainable products and experiences. This is achieved through constantly introducing new plant-based food concepts to consumers and building a community of like

minded people.

However, Green Butchery faces two challenges. First, the plant-based food market in Singapore is still in an earlier introductory stage. It requires a lot of effort to educate potential consumers about plant-based food (its production, taste, price, nutrition, health benefits, etc.) and convert those who are more receptive to this new product into actual customers. Furthermore, several retail channels also see the opportunities in plant-based food, like NTUC Fair Price, Cold Storage, RedMart,Everyday Vegan Grocer, Sasha's Fine Foods, little farms, NineLife, Green Common, EatRoamLive, and so on.

Question 1:

Green Butchery IS relatively new to the market. The potential consumers are likely to lack an attitude toward them and their products.

Applyingthree (3)different attitude models or theories, recommend strategies that your chosen brand can adopt to facilitate consumers' formation of positive attitudes towards it and/or its products.