Two supermarkets with the same statement about meat B2C Telemarketing List consumption The Market Response survey looked at the importance of authenticity and a match between existing brand identity and point of view. We selected the two B2C Telemarketing List existing brands Marqt and SPAR. Marqt is a small supermarket chain that is mainly active in the larger cities. The supermarket brand aims to positively influence people's consumption behavior by selling B2C Telemarketing List sustainable products. We asked both groups of respondents to what extent they thought this fit with the brand. The results of these statements were used to create an authenticity scale. On the About Us page, Marqt takes an activist B2C Telemarketing List approach: “The current food system harms our environment and the quality of our food. It has to change, but our system is pretty stuck: only together can we get it moving”. Social B2C Telemarketing List mission is woven into Marqt's identity. That the brand is not satisfied with the status quo is immediately clear from B2C Telemarketing List the first meeting. SPAR is a Dutch supermarket chain with stores all over the world. The brand positions itself as the center of the neighborhood and a supermarket where everything can be found. Words such as convenience, cosy, enjoy and B2C Telemarketing List friendliness come to the fore. This is further apart from the character of a brand that wants to bring about system change. If we plot this in our BSR model , the following picture B2C Telemarketing List emerges (see Figure 1): two brands that represent almost opposite value patterns and connect with customer groups with somewhat contrasting lifestyles. Red stands for B2C Telemarketing List progressiveness, curiosity and the urge for freedom and self-development. Green, on the other hand, feels more comfortable with certainty, security and safety. In this statement, both supermarkets make a statement about meat consumption.