Abstract

UniGreen Eats is a student-led society dedicated to promoting sustainable diets at The Hong Kong University of Science and Technology, a public university in Hong Kong. This case study examines UniGreen Eats's efforts to encourage the adoption of plant-based food options on campus, along with the challenges encountered. As the protagonist, Anastasiia Disiak (Ana), founder of UniGreen Eats, must develop a comprehensive plan that addresses the motivations and barriers of various student segments, as well as the social dynamics and other factors influencing food choices on campus.

The case provides an opportunity to analyse how different marketing approaches can be tailored to distinct segments to accelerate adoption of innovation or changes on diet / eating behaviors by modifying the value-cost trade off.

Learning Objectives

After analysing and discussing this case, students are expected to be able to:

1. Apply Rogers’ Law of diffusion of innovation theory to develop targeted marketing strategies for different adopter categories.
2. Analyse how various drivers / consumers’ insights (food safety, health, status, ethics…) create distinct market segments, requiring different marketing approaches.
3. Evaluate the role of problem aware / solution aware market segmentation in driving behavioral change.