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Rombach M, Dean D, Vriesekoop F, de Koning W, Aguiar LK, Anderson M, Mongondry P, Oppong-Gyamfi M, Urbano B, Gómez Luciano CA, Hao W, Eastwick E, Jiang ZV, Boereboom A. Is cultured meat a promising consumer alternative? Exploring key factors determining consumer's willingness to try, buy and pay a premium for cultured meat. Appetite 2022; 179:106307. [PMID: 36089124 DOI: 10.1016/j.appet.2022.106307] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [What about the content of this article? (0)] [Affiliation(s)] [Abstract] [Key Words] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Received: 03/12/2022] [Revised: 08/15/2022] [Accepted: 09/04/2022] [Indexed: 11/02/2022]
Abstract
Cultured meat is a relatively new product, enjoying consumer appreciation as a more sustainable meat option. The present study builds on a sample from a diverse set of countries and continents, including China, the US, the UK, France, Spain, Netherlands, New Zealand, Brazil, and the Dominican Republic and uses partial least square structural equation modelling. The proposed conceptual model identified key factors driving and inhibiting consumer willingness to try, buy, and pay a price premium for cultured meat. Results relate to the overall sample of 3091 respondents and two sub-sample comparisons based on gender and meat consumption behaviour. Food neophobia, having food allergies, being a locavore, and having concerns about food technology were found to be inhibiting factors towards willingness to try, buy, and pay a price premium for cultured meat. Food curiosity, meat importance, and a consumer's perception of cultured meat as a realistic alternative to regular meat were found to be important drivers that positively impacted consumers' willingness to try, buy and pay more. Best practice recommendations address issues facing marketing managers in food retail and gastronomy.
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Affiliation(s)
- Meike Rombach
- Faculty of Agribusiness and Commerce, Lincoln University, PO Box 85084, Lincoln, Canterbury, 7647, New Zealand
| | - David Dean
- Faculty of Agribusiness and Commerce, Lincoln University, PO Box 85084, Lincoln, Canterbury, 7647, New Zealand
| | - Frank Vriesekoop
- Food Land and Agribusiness Management Department, Harper Adams University, Newport, Shropshire TF10 8NB, United Kingdom; Department of Food Technology, HAS University of Applied Science, Den Bosch, the Netherlands.
| | - Wim de Koning
- Faculty of Agribusiness and Commerce, Lincoln University, PO Box 85084, Lincoln, Canterbury, 7647, New Zealand; Food Land and Agribusiness Management Department, Harper Adams University, Newport, Shropshire TF10 8NB, United Kingdom; Department of Food Technology, HAS University of Applied Science, Den Bosch, the Netherlands
| | - Luis Kluwe Aguiar
- Food Land and Agribusiness Management Department, Harper Adams University, Newport, Shropshire TF10 8NB, United Kingdom
| | - Martin Anderson
- Food Land and Agribusiness Management Department, Harper Adams University, Newport, Shropshire TF10 8NB, United Kingdom
| | - Philippe Mongondry
- Department of Food and Bioresource Science & Technology, Groupe ESA, Angers, France
| | - Mark Oppong-Gyamfi
- Department of Food and Bioresource Science & Technology, Groupe ESA, Angers, France
| | - Beatriz Urbano
- Department of Agricultural and Forrest Engineering, University of Valladolid, Valladolid, Spain
| | | | - Wendy Hao
- Food Land and Agribusiness Management Department, Harper Adams University, Newport, Shropshire TF10 8NB, United Kingdom
| | - Emma Eastwick
- Food Land and Agribusiness Management Department, Harper Adams University, Newport, Shropshire TF10 8NB, United Kingdom
| | - Zheng Virgil Jiang
- Food Land and Agribusiness Management Department, Harper Adams University, Newport, Shropshire TF10 8NB, United Kingdom
| | - Anouk Boereboom
- Food Land and Agribusiness Management Department, Harper Adams University, Newport, Shropshire TF10 8NB, United Kingdom
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Dean D, Rombach M, de Koning W, Vriesekoop F, Satyajaya W, Yuliandari P, Anderson M, Mongondry P, Urbano B, Luciano CAG, Hao W, Eastwick E, Achirimbi E, Jiang Z, Boereboom A, Rashid F, Khan I, Alvarez B, Aguiar LK. Understanding Key Factors Influencing Consumers’ Willingness to Try, Buy, and Pay a Price Premium for Mycoproteins. Nutrients 2022; 14:nu14163292. [PMID: 36014797 PMCID: PMC9416216 DOI: 10.3390/nu14163292] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [What about the content of this article? (0)] [Affiliation(s)] [Abstract] [MESH Headings] [Track Full Text] [Download PDF] [Figures] [Journal Information] [Subscribe] [Scholar Register] [Received: 07/12/2022] [Revised: 08/09/2022] [Accepted: 08/09/2022] [Indexed: 11/21/2022] Open
Abstract
Mycoprotein is a fungal-based meat alternative sold in food retail in various countries around the world. The present study builds on a multi-national sample and uses partial least square structural equation modeling. The proposed conceptual model identified key factors that are driving and inhibiting consumer willingness to try, buy, and pay a price premium for mycoprotein. The results relate to the overall sample of 4088 respondents and to two subsample comparisons based on gender and meat consumption behavior. The results show that the biggest drivers of willingness to consume mycoprotein were healthiness, followed by nutritional benefits, safe to eat, and sustainability. Affordability and taste had mixed results. Willingness to consume mycoprotein was inhibited if nutritional importance was placed on meat and, to a lesser extent, if the taste, texture, and smell of meat were deemed important. Best practice recommendations address issues facing marketing managers in the food industry.
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Affiliation(s)
- David Dean
- Faculty of Agribusiness and Commerce, Lincoln University, Lincoln P.O. Box 85084, Canterbury, New Zealand
| | - Meike Rombach
- Faculty of Agribusiness and Commerce, Lincoln University, Lincoln P.O. Box 85084, Canterbury, New Zealand
| | - Wim de Koning
- Faculty of Agribusiness and Commerce, Lincoln University, Lincoln P.O. Box 85084, Canterbury, New Zealand
- Food Land and Agribusiness Management Department, Harper Adams University, Newport, Shropshire TF10 8NB, UK
- Department of Food Technology, HAS University of Applied Science, P.O. Box 90108, 5200 MA Hertogenbosch, The Netherlands
| | - Frank Vriesekoop
- Food Land and Agribusiness Management Department, Harper Adams University, Newport, Shropshire TF10 8NB, UK
- Department of Food Technology, HAS University of Applied Science, P.O. Box 90108, 5200 MA Hertogenbosch, The Netherlands
- Correspondence:
| | - Wisnu Satyajaya
- Department of Agricultural Technology, Lampung University, Bandar Lampung 35145, Indonesia
| | - Puspita Yuliandari
- Department of Agricultural Technology, Lampung University, Bandar Lampung 35145, Indonesia
| | - Martin Anderson
- Food Land and Agribusiness Management Department, Harper Adams University, Newport, Shropshire TF10 8NB, UK
| | - Philippe Mongondry
- Department of Food, Technology & Bioresource Science, Groupe ESA, 49007 Angers, France
| | - Beatriz Urbano
- Department of Agricultural and Forrest Engineering, University of Valladolid, 47002 Valladolid, Spain
| | | | - Wendy Hao
- Food Land and Agribusiness Management Department, Harper Adams University, Newport, Shropshire TF10 8NB, UK
| | - Emma Eastwick
- Food Land and Agribusiness Management Department, Harper Adams University, Newport, Shropshire TF10 8NB, UK
| | - Elma Achirimbi
- Food Land and Agribusiness Management Department, Harper Adams University, Newport, Shropshire TF10 8NB, UK
| | - Zheng Jiang
- Food Land and Agribusiness Management Department, Harper Adams University, Newport, Shropshire TF10 8NB, UK
| | - Anouk Boereboom
- Food Land and Agribusiness Management Department, Harper Adams University, Newport, Shropshire TF10 8NB, UK
- Department of Food Technology, HAS University of Applied Science, P.O. Box 90108, 5200 MA Hertogenbosch, The Netherlands
| | - Farzana Rashid
- Department of Zoology, Lahore College for Women University, Lahore 54600, Pakistan
| | - Imran Khan
- Department of Human Nutrition, The University of Agriculture, Peshawar 25120, Pakistan
| | - Beatriz Alvarez
- Faculty of Chemistry, Autonomous University of Queretaro, Queretaro 76017, Mexico
| | - Luis Kluwe Aguiar
- Food Land and Agribusiness Management Department, Harper Adams University, Newport, Shropshire TF10 8NB, UK
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de Koning W, Dean D, Vriesekoop F, Aguiar LK, Anderson M, Mongondry P, Oppong-Gyamfi M, Urbano B, Luciano CAG, Jiang B, Hao W, Eastwick E, Jiang Z(V, Boereboom A. Drivers and Inhibitors in the Acceptance of Meat Alternatives: The Case of Plant and Insect-Based Proteins. Foods 2020; 9:foods9091292. [PMID: 32937919 PMCID: PMC7555470 DOI: 10.3390/foods9091292] [Citation(s) in RCA: 30] [Impact Index Per Article: 7.5] [Reference Citation Analysis] [What about the content of this article? (0)] [Affiliation(s)] [Abstract] [Key Words] [Track Full Text] [Download PDF] [Figures] [Journal Information] [Subscribe] [Scholar Register] [Received: 08/05/2020] [Revised: 09/08/2020] [Accepted: 09/10/2020] [Indexed: 02/04/2023] Open
Abstract
Insects as an alternative protein source has gained traction for its advantageous environmental impact. Despite being part of many traditional food cultures, insects remain a novelty in Western cultures and a challenging concept for many. Even though plant-based protein alternatives are not facing the same barriers, product unfamiliarity and limited exposure hinder adoption, which could be detrimental to growth within the food sector. This study is aimed at evaluating plant- and insect-based proteins as alternative dietary proteins. A model indicating the drivers of consumer attitudes towards meat-alternative proteins and consumer willingness to try, buy, and pay a premium was tested. Further, 3091 responses were collected using surveys in nine countries: China, USA, France, UK, New Zealand, Netherlands, Brazil, Spain, and the Dominican Republic. Structural Equation Modelling was used to analyze the data. We found that consumer’s behavioral intentions towards both plant-based and insect-based alternatives are inhibited by food neophobia but to an extent, are amplified by the perceived suitability and benefits of the protein, which in turn are driven by nutritional importance, environmental impact, healthiness, and sensory attributes for both alternatives. The expectation of the nutritional value of meat is the strongest (negative) influence on perceived suitability/benefits of plant-based protein and willingness to try, buy, and pay more for plant-based proteins, but it only has a relatively small impact on the suitability/benefits of insect-based protein and no impact on willingness to try, buy, and pay more for insect-based proteins. Overall, we conclude that consumer adoption towards meat alternatives is complex and is strengthened by the perceived suitability/benefits of the protein and general importance of perceived food healthiness and sustainability. Conversely, adoption is hindered by dietary factors and the experiential importance of meat and food neophobia.
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Affiliation(s)
- Wim de Koning
- Faculty of Agribusiness and Commerce, Lincoln University, Lincoln 7647, New Zealand; (W.d.K.); (D.D.)
- Department of Food Technology and Innovation, Harper Adams University, Newport TF10 8NB, Shropshire, UK; (L.K.A.); (M.A.); (W.H.); (E.E.); (Z.J.); (A.B.)
- Department of Food Technology, HAS University of Applied Science, 5223 DE Den Bosch, The Netherlands
| | - David Dean
- Faculty of Agribusiness and Commerce, Lincoln University, Lincoln 7647, New Zealand; (W.d.K.); (D.D.)
| | - Frank Vriesekoop
- Department of Food Technology and Innovation, Harper Adams University, Newport TF10 8NB, Shropshire, UK; (L.K.A.); (M.A.); (W.H.); (E.E.); (Z.J.); (A.B.)
- Department of Food Technology, HAS University of Applied Science, 5223 DE Den Bosch, The Netherlands
- Correspondence:
| | - Luis Kluwe Aguiar
- Department of Food Technology and Innovation, Harper Adams University, Newport TF10 8NB, Shropshire, UK; (L.K.A.); (M.A.); (W.H.); (E.E.); (Z.J.); (A.B.)
| | - Martin Anderson
- Department of Food Technology and Innovation, Harper Adams University, Newport TF10 8NB, Shropshire, UK; (L.K.A.); (M.A.); (W.H.); (E.E.); (Z.J.); (A.B.)
| | - Philippe Mongondry
- USC 1422 GRAPPE, INRAE, Ecole Supérieure d’Agricultures, SFR 4207 QUASAV, 49000 Angers, France; (P.M.); (M.O.-G.)
| | - Mark Oppong-Gyamfi
- USC 1422 GRAPPE, INRAE, Ecole Supérieure d’Agricultures, SFR 4207 QUASAV, 49000 Angers, France; (P.M.); (M.O.-G.)
| | - Beatriz Urbano
- Department of Agricultural and Forestry Engineering, University of Valladolid, 47002 Valladolid, Spain;
| | - Cristino Alberto Gómez Luciano
- Department of AgriBusiness Engineering, Specialized Institute of Higher Studies Loyola, 91000 San Cristóbal, Dominican Republic;
| | - Bin Jiang
- College of Bioengineering, Beijing Polytechnic, Beijing 100176, China;
| | - Wendy Hao
- Department of Food Technology and Innovation, Harper Adams University, Newport TF10 8NB, Shropshire, UK; (L.K.A.); (M.A.); (W.H.); (E.E.); (Z.J.); (A.B.)
| | - Emma Eastwick
- Department of Food Technology and Innovation, Harper Adams University, Newport TF10 8NB, Shropshire, UK; (L.K.A.); (M.A.); (W.H.); (E.E.); (Z.J.); (A.B.)
| | - Zheng (Virgil) Jiang
- Department of Food Technology and Innovation, Harper Adams University, Newport TF10 8NB, Shropshire, UK; (L.K.A.); (M.A.); (W.H.); (E.E.); (Z.J.); (A.B.)
| | - Anouk Boereboom
- Department of Food Technology and Innovation, Harper Adams University, Newport TF10 8NB, Shropshire, UK; (L.K.A.); (M.A.); (W.H.); (E.E.); (Z.J.); (A.B.)
- Department of Food Technology, HAS University of Applied Science, 5223 DE Den Bosch, The Netherlands
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Gómez-Luciano CA, de Aguiar LK, Vriesekoop F, Urbano B. Consumers’ willingness to purchase three alternatives to meat proteins in the United Kingdom, Spain, Brazil and the Dominican Republic. Food Qual Prefer 2019. [DOI: 10.1016/j.foodqual.2019.103732] [Citation(s) in RCA: 95] [Impact Index Per Article: 19.0] [Reference Citation Analysis] [What about the content of this article? (0)] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 02/07/2023]
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