Abstract
Life cycle assessments (LCA) often highlight the environmental and health benefits for consumers if western diets substitute red meat. However, the specific trade-off consumer face when asked to substitute a red meat dish is scarcely researched, often neglecting the bouquet of substitution options and/or the price component involved. Four substitution strategies are evaluated within an individually adapted choice based conjoint: the substitution by (1) the same red meat dishes with a halved meat portion size, (2) novel plant-based products that mimic the functionality and taste, (3) authentic plant-based components that just mimic the functionality, and (4) vegetarian dishes that just neglect the meat component if still familiar to consumers. The analysis is executed for three popular red meat dishes to account for consistency across meal scenarios, namely Meatballs, Spaghetti Bolognese and Sausage Buns. The analysis is sensitive to red meat consumption habits to better understand the preferences of consumers that can actually substitute a red meat intake.
Highlights
I enjoy eating beef, but I fear we have to eat less
The widely noted EatLancet report considered the health and environmental impacts of diets and recommends roughly 2.6 kg of beef or lamb per year [3], while within the EU-27 about 15 kg are available for consumption each year [4]
From the report follows that the current level of red meat consumption is not sustainable, threatens our health and depletes our means of production
Summary
I enjoy eating beef, but I fear we have to eat less. Beef production requires roughly 36 (±13) times the feed mass than the edible meat generated [1]. An utility framework for an individually adapted choice based conjoint (CBC) will be applied, where consumers are asked to decide between the set of substitution options and an applicable popular red meat dish. An estimation of the price penalty sensitive to past consumption levels of the red meat dish at hand While the former is of interest to caterers and restaurants that want to maximize revenues, the latter emphasizes frequent eaters that can substitute the red meat dish. Thereby, it provides a societal perspective on the potential of substitution, if substitutes were readily available in the market. Is the price penalty less severe for any of the substitution if consumers frequently eat the red meat dish?. The estimated WTP results are complemented by a report of the CO2 tax-level demanded to level consumer preferences
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