What a farmer doesn’t know he doesn’t eat; Overcoming barriers in consumers with regard to plant-based meat replacements.
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2022-07-07
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en
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This study is aimed at evaluating barriers in consumers and their purchase intentions with regard to plant-based meat replacements. A model with various barriers and purchase intentions related to the consumers’ willingness to try, buy, and pay more was assessed. In this study, 340 responses were collected of Dutch consumers, of which 254 complete results were analyzed. Factor analysis, correlation analysis and Structural Equation Modelling was used to analyze the data.
The collected data revealed that the barrier nutritional value of meat is the strongest negative influence on both perceived suitability/benefits of plant-based meat replacements and the willingness to try, buy and pay more for these products. With regard to purchase intentions, two factors had the most influence on the willingness to try, buy and pay more: nutritional values and environmental claims. What stood out was the fact that nutritional values are important for the purchase intention of plant-based meat replacements, while it was not regarded as an important purchase intention for meat.
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Faculteit der Managementwetenschappen