A Comparison of the Sensory Experience, Health Values, and Environmental Values of Plant-Based Meal Choosers vs Meat-Based Meal Choosers

Abstract

Abstract Objectives Our research question is: is there a difference in food choice values of those who choose plant-based dining options vs those who choose meat-based dining options? Our hypothesis is; sustainability/health involvement and self-reported sustainability/health behavior positively effects plant-based food choice. Methods Consumer panels were recruited from BGSU's campus and were incentivized for their participation. Sample preparation and pick up was conducted at the Oaks Dining Hall at Bowling Green State University. Consumers were served two sample tacos, one vegan and one meat-based. Panelists were provided a QR code containing the survey. Each survey included a prompt indicating what sample to consume, followed by four sensory questions about the sample, presented in a 9-point likert scale. The survey then directed participants to a page with a 30 second timer count down before prompting them to evaluate the other sample, followed by the same four sensory questions. After the samples are evaluated, the panelists are directed to an additional survey about food-choice motives, regarding sustainability/health involvement or sustainability/health self-reported behavior. This survey consisted of eight self-reported health behavior statement, seven sustainability self-reported behavior statements, four health involvement statements, and four sustainability involvement statements. Each statement was presented in a 5-point hedonic scale. Results We did not find differences in the characteristics of sustainability/health involvement or sustainability/health self-reported behaviors between those that chose vegan and those that chose meat. Among both groups, vegan choosers and meat choosers, involvement in healthy eating was higher than involvement in sustainable eating, but there was no difference in self-reported healthy eating and sustainable eating. Conclusions The student demographic we chose is more homogenous than the general population so we didn't see a significant difference in the food choice values of vegan choosers and meat choosers. Among both groups, involvement in healthy eating was significantly higher than involvement in sustainable eating. This provides a beneficial starting point for discussion and further research. Funding Sources Bowling Green State University Center for Undergraduate Research and Scholarship.