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DOI10.3390/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
EISSN2071-1050
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
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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).
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