气候变化领域集成服务门户(CCPortal): Towards Sustainable Eating Habits of Generation Z: Perception of and Willingness to Pay for Plant-Based Meat Alternatives

CCPortal

DOI	10.3390/su16083414
	Towards Sustainable Eating Habits of Generation Z: Perception of and Willingness to Pay for Plant-Based Meat Alternatives
	Meixner, Oliver; Malleier, Michael; Haas, Rainer
发表日期	2024
EISSN	2071-1050
起始页码	16
结束页码	8
卷号	16 期号:8
英文摘要	Within the food sector, there is a growing embrace of meat substitutes as a more sustainable alternative to meat, driven by ethical, environmental, and health considerations. This study aims to explore consumer behavior and willingness to pay (WTP) for plant-based meat alternatives (PBMAs), illustrated by the example of vegan burger patties. The sample of the study (n = 433) consists of young consumers roughly below 30 years of age, known as Generation Z (Gen Z). The study aims to (1) assess of the importance of PBMA attributes to Gen Z, and (2) approximate Gen Z's willingness to pay for specific PBMA attribute levels. A choice-based conjoint analysis was used to assess Gen Z's preferences for meat substitutes. The findings indicate that the most crucial PBMA attribute is origin, followed by price and the primary vegan ingredient. Notably, Gen Z values domestic and EU-sourced products positively, contrasting with the negative perception of third-country imports. Organic production is associated with a positive part-worth utility, whereas the attribute fat content has almost no impact. Consequently, WTP is approximated to be the highest for products of domestic origin compared to the significant discount required for non-EU origin. All other attribute levels have a much lower impact. Despite sociodemographic variables, the respondents' eating habits (vegan, vegetarian, etc.) most significantly influence the approximation of the importance of some of the PBMA attributes, in particular price and primary ingredient.
英文关键词	plant-based food; consumer behavior; choice-based conjoint analysis; discrete choice modeling; novel food; willingness to pay
语种	英语
WOS研究方向	Science & Technology - Other Topics ; Environmental Sciences & Ecology
WOS类目	Green & Sustainable Science & Technology ; Environmental Sciences ; Environmental Studies
WOS记录号	WOS:001214476600001
来源期刊	SUSTAINABILITY
文献类型	期刊论文
条目标识符	http://gcip.llas.ac.cn/handle/2XKMVOVA/299840
作者单位	BOKU University
推荐引用方式 GB/T 7714	Meixner, Oliver,Malleier, Michael,Haas, Rainer. Towards Sustainable Eating Habits of Generation Z: Perception of and Willingness to Pay for Plant-Based Meat Alternatives[J],2024,16(8).
APA	Meixner, Oliver,Malleier, Michael,&Haas, Rainer.(2024).Towards Sustainable Eating Habits of Generation Z: Perception of and Willingness to Pay for Plant-Based Meat Alternatives.SUSTAINABILITY,16(8).
MLA	Meixner, Oliver,et al."Towards Sustainable Eating Habits of Generation Z: Perception of and Willingness to Pay for Plant-Based Meat Alternatives".SUSTAINABILITY 16.8(2024).