Gurmeet Kaur Matharu

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Gurmeet Kaur Matharu
Southern Cross University, Australia

I’m a final-year PhD candidate, thesis titled ‘Understanding the consumer behaviour towards plant-based foods: An application of capability, opportunity, motivation and behaviour (COM-B) model in an Australian context’. My PhD research uses a quantitative approach (online surveys) to collect data from Australian consumers to examine their behaviours towards vegetarian/plant-based (PB) foods. My thesis is based on a Theoretical domains framework, particularly on the COM-B model, to understand the relationship between factors influencing PB foods behaviours. Also, my research will provide a profile of Australian PB foods buyers by dividing them into different consumer dietary types, such as vegetarians, lacto-vegetarian, lacto-ovo-vegetarians, pesco-vegetarians, flexitarians and vegans.

In 2019, I completed my Masters by Thesis, titled ‘Factors influencing buying behaviour of organic food: An empirical study of young consumers in India’ from Southern Cross University (SCU). My key areas of interest include consumer behaviour, marketing, organic foods, vegetarianism, plant-based foods, and sustainable diets. Being a lacto-vegetarian, mother of three children, and a passion for cooking vegetarian/vegan foods lead me to these research topics. I have worked as a Research Assistant on several projects at SCU, mainly data collection, quantitative data analysis using SPSS and designing an online survey in ‘Qualtrics’ and writing findings. I have also worked as a Casual Academic for the Marketing Principles unit. I’m working as a Casual Study Support Officer in SCU. I have published journal articles in Journal of International Consumer Marketing and conference papers in Australian and New Zealand Marketing Academy Conference (ANZMAC). Below is my published work to date: 


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