A1 Alkuperäisartikkeli tieteellisessä aikakauslehdessä
Hypes and the birth of new sustainable market categories : a socio-cultural perspective on the emergence of the meat substitute category in Finland (2022)

Vaskelainen, T., Siltaoja, M., & Hoskonen, H. (2022). Hypes and the birth of new sustainable market categories : a socio-cultural perspective on the emergence of the meat substitute category in Finland. Technology Analysis and Strategic Management, Early online. https://doi.org/10.1080/09537325.2022.2070467

JYU-tekijät tai -toimittajat

Siltaoja, Marjo
Hoskonen, Hilla

Julkaisun tiedot

Julkaisun kaikki tekijät tai toimittajat: Vaskelainen, Taneli; Siltaoja, Marjo; Hoskonen, Hilla

Lehti tai sarja: Technology Analysis and Strategic Management

ISSN: 0953-7325

eISSN: 1465-3990

Julkaisuvuosi: 2022

Ilmestymispäivä: 09.05.2022

Volyymi: Early online

Kustantaja: Routledge

Julkaisumaa: Britannia

Julkaisun kieli: englanti

DOI: https://doi.org/10.1080/09537325.2022.2070467

Julkaisun avoin saatavuus: Avoimesti saatavilla

Julkaisukanavan avoin saatavuus: Osittain avoin julkaisukanava

Julkaisu on rinnakkaistallennettu (JYX): https://jyx.jyu.fi/handle/123456789/81104

Tiivistelmä

Hypes can be a significant contributor in the mainstreaming of sustainable products. Former research on hypes has been supplier oriented, and thus little is known of their effect on new market formation. Our paper contributes to this research gap by examining the establishment of the ‘meat substitute’ category in Finland using press articles, retailer interviews and consumer panel data. We show how the emergence and legitimation of the meat substitute category depended heavily on the hype arising around a single product, called Pulled Oats (PO). This hype was anchored in its association with trendy and socio-culturally relevant values and practices. We further discover that the hype had positive spill-over effects on other novel meat substitute products but not on longstanding vegetarian protein sources such as tofu or tempeh. We discuss the contribution of these findings to the literature on hypes and sustainability transitions, especially regarding socially constructed market boundaries and the fact that the hype on PO lacked a disappointment phase typical of hype cycles.

YSO-asiasanat: kestävä kulutus; kasviproteiinivalmisteet; markkinointi; sosiokulttuuriset tekijät; trendit

Vapaat asiasanat: hype; sustainability transitions; market categories; meat substitutes

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