How much does it take? Willingness to switch to meat substitutes

Abstract

Meat production and consumption have several negative environmental externalities and health impacts. Using a stated preference survey, this study identifies main barriers to and drivers of switching to the following meat substitutes: a plant-based veggie burger, a meat-like burger, and a lab burger. We find that price matters: given the right monetary incentives, many individuals express a willingness to switch to meatless alternatives. About a third of those who prefer meat would consider switching to a meat substitute if the price were two-thirds or less of the price of the meat option. However, almost half of the respondents would not choose a lab meat burger even if they would get it for free. Male individuals without university education and older than 30 years show a stronger resistance to substitute meat hamburgers, in particular if the substitute is a plant-based veggie burger that neither looks nor tastes like meat. Environmental and health consciousness and being familiar with the substitute are correlated with the willingness to substitute. Older individuals are less familiar with and less likely to choose meat substitutes compared with younger individuals. We also find that taste is a prominent barrier for people who prefer meat, indicating that there is room for improvements in the taste of the different meat substitutes.

Relationship between Personal Values and Intentions to Purchase Plant-Based Meat Alternatives: Application of the Dual Concern Theory

“…Plant-based meat alternatives (PBMAs) can protect human health and the environment [ 1 ]. Meat has long been the primary source of protein for individuals worldwide [ 2 ]; on average, a European consumes 65 kilos of meat per year while an American and a Canadian consume 95 kilos [ 1 ].…”

“…Plant-based meat alternatives (PBMAs) can protect human health and the environment [ 1 ]. Meat has long been the primary source of protein for individuals worldwide [ 2 ]; on average, a European consumes 65 kilos of meat per year while an American and a Canadian consume 95 kilos [ 1 ]. However, the livestock industry causes problems related to land and water use, and the animals’ bodily processes, such as eructation and flatulence, accelerate the formation of greenhouse gases [ 2 , 3 ].…”

“…With modern consumers seeking alternatives to meat, PBMAs are fast becoming popular [ 1 ]. Consumers today are more knowledgeable than in the past; according to Carlsson et al [ 1 ], consumers with higher levels of education are more likely to prefer PBMAs.…”

“…With modern consumers seeking alternatives to meat, PBMAs are fast becoming popular [ 1 ]. Consumers today are more knowledgeable than in the past; according to Carlsson et al [ 1 ], consumers with higher levels of education are more likely to prefer PBMAs. The primary reason for consuming meat has been protein intake, but PBMAs also have sufficient protein to meet our daily requirement [ 4 ].…”

“…Van Loo et al [ 6 ] found that younger individuals showed more preference for and interest in choosing PBMAs. Carlsson et al [ 1 ] also found that younger individuals with greater adaptability to societal changes prefer PBMAs and, as consumers age, negative perceptions of PBMAs increase. Studies in various fields have identified age and generation as key variables that distinguish consumer behavior [ 20 , 21 , 22 ].…”