Natural meat vs. Plant-Based Protein : What drives consumer choice ?

Mélody Leplat, Youenn Loheac, Eric Teillet

• Tackle similar issues but provide additional insights into the impact of taste on consumer preferences. • If people prefer the meat product, there is potential for acceptance of hybrid products or plant-based alternatives if accompanied by positive argument about health and environment.

3.RESEARCH QUESTION

•Are consumers ready to substitute? (do PBP taste good?)

•

➔Fig. 1 .

 1 Fig.1. Preference for PBP in week 2.

Natural meat vs. Plant-Based Protein: What drives consumer choice? LEPLAT Mélody a , LOHEAC Youenn b,* , TEILLET Eric c

  ISEN, Brest / b Rennes School of Business & CREM, Univ. Rennes / c Sensostat / * youenn.

a

loheac@rennes-sb.com 1. CONTEXT

	People are interested by meat reduction or meat substitution for
	many arguments: health, environment, animal welfare.
	Firms explore new models and new supply (better meat or meat
	substitutes) to take, to keep or to increase market shares.
	What

consumers really prefer and choose? In choice experiments… 2. LITERATURE

  Apostolidis and McLeay, 2019, FQP; Van Loo et al., 2020, FPol.; Carlsson et al., 2022, EcolE).

	Some hypothetical DCE examine consumers preferences for meat
	substitutes that are close to meat attributes, as burgers (Slade, 2018,
	App.;

▪ People prefer beef burger rather than substitutes. ▪ Information about health or environmental arguments have a positive impact on substitution. ▪ Vegetarians, younger individuals, and those with higher education levels prefer substitutes.

Some studies include real tasting sessions with sensory evaluation and some monetary valuation of products and information (Bazoche et al., 2023, FPol.; Martin et al., 2021, FQP; Grasso et al., 2022, FQP).


Water filling in carbon nanotubes with different wettability and implications on nanotube/water heat transfer via atomistic simulations


Preference for meat substitute with plant-based proteins (PBP): An experiment with real product consumption

Mélody Leplat, Youenn Loheac, Eric Teillet

▪ People prefer beef burger rather than substitutes. ▪ Information about health or environmental arguments have a positive impact on substitution. ▪ Vegetarians, younger individuals, and those with higher education levels prefer substitutes.

Some studies include real tasting sessions with sensory evaluation and some monetary valuation of products and information (Bazoche et al., 2023, FPol.;Martin et al., 2021, FQP;Grasso et al., 2022, FQP).

• Tackle similar issues but provide additional insights into the impact of taste on consumer preferences. • If people prefer the meat product, there is potential for acceptance of hybrid products or plant-based alternatives if accompanied by positive argument about health and environment.

3.RESEARCH QUESTION

• Are consumers ready to substitute? (do PBP taste good?) • Which attributes could change the choice?

➔ Consumption in a real context and real choice between new product and usual product 6. RESULTS

  Brest / b Rennes School of Business & CREM, Univ. Rennes / c Sensostat / * youenn.loheac@rennes-sb.com1. CONTEXTPeople are interested by meat reduction or meat substitution for many arguments: health, environment, animal welfare. Firms explore new models and new supply (better meat or meat substitutes) to take, to keep or to increase market shares.What consumers really prefer and choose? In choice experiments…2. LITERATURESome hypothetical DCE examine consumers preferences for meat substitutes that are close to meat attributes, as burgers(Slade, 2018, App.; Apostolidis and McLeay, 2019, FQP; Van Loo et al., 2020, FPol.; Carlsson et al., 2022, EcolE).

Fig. 1 .

 1 Fig.1. Preference for PBP in week 2.