Preprint Article Version 1 Preserved in Portico This version is not peer-reviewed

Consumer Preferences for Meathybrids - Empiricalfindings from Belgium

Version 1 : Received: 12 December 2020 / Approved: 14 December 2020 / Online: 14 December 2020 (11:44:14 CET)

A peer-reviewed article of this Preprint also exists.

Profeta, A.; Baune, M.-C.; Smetana, S.; Bornkessel, S.; Broucke, K.; Van Royen, G.; Enneking, U.; Weiss, J.; Heinz, V.; Hieke, S.; Terjung, N. Preferences of German Consumers for Meat Products Blended with Plant-Based Proteins. Sustainability 2021, 13, 650. Profeta, A.; Baune, M.-C.; Smetana, S.; Bornkessel, S.; Broucke, K.; Van Royen, G.; Enneking, U.; Weiss, J.; Heinz, V.; Hieke, S.; Terjung, N. Preferences of German Consumers for Meat Products Blended with Plant-Based Proteins. Sustainability 2021, 13, 650.

Journal reference: sustainability 2021, 13, 650
DOI: 10.3390/su13020650

Abstract

High levels of meat consumption are increasingly being criticised for ethical, environmental, and social reasons. Plant-based meat substitutes have been identified as healthy sources of protein in comparison to meat. This alternative offers several social, environmental and health benefits and may play a role in reducing meat consumption. However, there has been a lack of research on how specific meat substitute attributes can influence consumers to replace or partially replace meat in their diets. Research demonstrates that in many countries consumers are highly attached to meat. They consider it as an essential and integral element of their daily diet. For these consumers which are not interested in vegan or vegetarian alternatives to meat, so-called meathybrids could be a low-threshold option for a more sustainable food consumption behaviour. In meathybrids only a fraction of the meat product (e.g. 20% to 50%) is replaced with plant-based proteins. In this paper, the results of an online survey with 501 Belgium consumers are presented with focus on preferences and attitudes relating to meathyrids. The results show that more than fifty percent of consumers substitute meat at least occasionally. Thus, about half of the respondents reveal an eligible consumption behaviour in respect to sustainability and healthiness to a certain degree. Concerning the determinants of choosing either meathybrid or meat it becomes evident that a strong effect is exerted by the health perception. The healthier meathybrids are perceived, the higher is the choice probability. Thus, this egoistic motive seems to outperform altruistic motives like animal welfare or environmental concerns when it comes to choice for this new product category.

Subject Areas

meat substitute; meathybrid; consumer preference, plant-based proteins

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