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Should I really pay a premium for this? Consumer perspectives on cultured muscle, plant-based and fungal-based protein as meat alternatives

Content Partner: Lincoln University. Consumer willingness to accept alternative meat products has been widely explored. However, few studies have explored the key factors driving and inhibiting willingness to try, buy and pay a price premium for plant-based proteins, fungal-based proteins and cultur...

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Main Authors: Dean, David, Rombach, Meike, Vriesekoop, Frank, de Koning, Wim, Aguiar, Luis Kluwe, Anderson, Martin, Mongondry, Philippe, Urbano, Beatriz, Gómez Luciano, Cristino Alberto, Jiang, Bin, Boereboom, Anouk, Satyajaya, Wisnu, Yuliandari, Puspita, Rashid, Farzana, Khan, Imran, Alvarez, Beatriz
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creator Dean, David
Rombach, Meike
Vriesekoop, Frank
de Koning, Wim
Aguiar, Luis Kluwe
Anderson, Martin
Mongondry, Philippe
Urbano, Beatriz
Gómez Luciano, Cristino Alberto
Jiang, Bin
Boereboom, Anouk
Satyajaya, Wisnu
Yuliandari, Puspita
Rashid, Farzana
Khan, Imran
Alvarez, Beatriz
description Content Partner: Lincoln University. Consumer willingness to accept alternative meat products has been widely explored. However, few studies have explored the key factors driving and inhibiting willingness to try, buy and pay a price premium for plant-based proteins, fungal-based proteins and cultured muscle tissue. Therefore, the present study is dedicated to this research gap and proposes a model that combines driving and inhibiting factors such as food neophobia, food technology neophobia, the environmental and specific benefits of alternative meat products as well as intrinsic attributes of meat such as taste, texture and smell. Partial least squares structural equation modeling shows that the largest drivers of consumer willingness to consume meat substitute are their perceived suitability (specific benefits) and environmental impact. Conversely, the biggest inhibitors to consumption were the nutritional importance of meat, the importance of meat taste, texture, and smell, and food neophobia and food technology neophobia. How the drivers and inhibitors varied between plant-based, fungal-based, and cultured muscle tissue are discussed and implications for industry leaders and future research are discussed.
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title Should I really pay a premium for this? Consumer perspectives on cultured muscle, plant-based and fungal-based protein as meat alternatives
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