Abstract
AbstractDue to growing health and environmental problems related to the overconsumption of meat in western diets, we investigated consumer demand for dishes that reduce or replace beef with: (1) plant-based products that mimic the functionality and taste, (2) authentic plant-based ingredients that just mimic the functionality, and (3) halved beef portion sizes. We implemented a peer-reviewed and pre-registered (https://doi.org/10.1371/journal.pone.0252675) conjoint experiment to elicit the WTP across three popular beef dishes and three reduction options each. The conjoint experiment includes the dish configuration, waiting time, CO2 information, and an individually adapted price vector, where the prices depend on previous choices. Consumers favoured the reduced portion sizes when faced with the meat reduction task. This reduction preference is even more prevalent among regular consumers of the meat dish, i.e. consumers with relevant consumption habits to reconsider. We discuss strategies to reformulate meat dishes that are particularly promising with the current bulk market and address regular meat eaters. Lastly, we indicate the type of consumers with high or low preferences for each dish.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.