Market data shows that while 68% of consumers say they’ll pay more for sustainable meals, only 22% actually do. Which strategic implication follows from this insight?

Question

BlackTom AI · Accepted Answer

The question presents a real-world marketing insight: a large gap between stated willingness to pay more for sustainable meals (intent) and actual behavior (action). This sets up implications for strategy. 
Option 1: 'Premium pricing should be increased to capture high-end demand.' While some consumers may value sustainability, the data shows a gap between intention and action, suggesting price sensitivity or other barriers. Simply raising prices would likely widen the gap and reduce actual purchases, making this a risky move. 
Option 2: 'Sustainability should remain the sole differentiator.' Relying on a single differentiator is unlikely to sustain competitive advantage, especially when consumers don’t consistently act on the intention. The insight implies that other levers beyond sustainability are needed to convert interest into purchases. 
Option 3: 'The brand should abandon sustainability positioning entirely.' Abandoning sustainability would discard a relevant consumer value, but the problem isn’t the value of sustainability itself; it’s translating intent into action. The data suggests refining messaging and experience rather than dropping sustainability altogether. 
Option 4: 'Messaging should focus on convenience and taste to bridge intent–action gaps.' This directly addresses the gap by pairing appealing product attributes (convenience and taste) with sustainability, helping to convert intent into action without compromising core values. It aligns with behavior-change logic: reduce friction and emphasize factors that drive immediate purchase. 
Option 5: 'Marketing spend should shift toward price promotions.' While promotions can spur short-term purchases, they don’t specifically resolve the underlying intent–action gap related to sustainability. Overreliance on price cuts may erode margins and de-emphasize value, making this a less targeted solution to the insight provided. 
In summary, the most fitting strategic implication is to adapt messaging toward convenience and taste to help bridge the gap between what consumers say they’ll do and what they actually do, rather than relying on price, sole differentiators, or wholesale abandonment of sustainability.

FA25-BL-BUS-M370-11927 Marketing Final Exam- Requires Respondus LockDown Browser

Market data shows that while 68% of consumers say they’ll pay more for sustainable meals, only 22% actually do. Which strategic implication follows from this insight?

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