The aim of this research is to evaluate the effects that guerrilla marketing for animal welfare has upon consumer perception, using PETA’s past campaigns as the primary exemplar.

  1. Critically review academic literature related to the aspects and effectiveness of guerrilla marketing on a global context.
  2. To investigate the issues that PETA focuses on
  3. To explore the aspects and dimensions of the guerrilla marketing PETA uses and analyse the perceptions of its effectiveness.
  4. To evaluate the increase in general consumer awareness of animal welfare and ethically produced goods as well as willingness to pay.
The effects that People For The Ethical Treatment of Animals (PETA)’s guerrilla style marketing has upon consumers’ perceptions