Ecology or health – how to successfully promote palm oil re-placements. A comparison between Spain and Poland

Palm oil, widely used in the food industry, has been lately causing some concern due to its negative impact on the environment and human health. In this context, the question arises as to what would be a better strategy for the marketing communication of palm oil substitutes: its health benefits or its environmental friendliness? This article presents a research project exploring the potential of chocolate spread based on the replacement of saturated fat and palm oil. The research was conducted on two samples of Spanish (n=675) and Polish (n=661) bread spread consumers. In the experimental study, consumers were presented with a description of a new chocolate spread entering the market, with references to (a) its health benefits or (b) its environmental benefits resulting from the absence of palm oil in the product. The results showed that ecology references in food-related marketing communication in Spain have a stronger influence on the consumer decision-making process than health references. In Poland the effect of communication was moderated by an evaluation of one's eating style and the individual level of eco-friendly behavior of the consumer. Differences between the Spanish and Polish populations were also observed in the approach to the arguments against the use of palm oil.