Understanding key factors influencing consumers’ willingness to try, buy, and pay a price premium for mycoproteins
Dean, D., Rombach, M., Koning, W., Vriesekoop, F., Satyajaya, W., Yuliandari, P., Anderson, M., Mongondry, P., Urbano, B., Luciano, C.A.G., Hao, W., Eastwick, E., Achirimbi, E., Jiang, Z., Boereboom, A., Rashid, F., Khan, I., Alvarez, B. and de Aguiar, L. (2022) Understanding key factors influencing consumers’ willingness to try, buy, and pay a price premium for mycoproteins. Nutrients, 14 (16).
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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.
| Item Type: | Article |
|---|---|
| Keywords: | mycoprotein, PLS-SEM, preferences, meat alternatives, fungal proteins |
| Divisions: | Food, Land and Agribusiness Management |
| Depositing User: | Mrs Rachael Giles |
| Date Deposited: | 06 Sep 2022 09:36 |
| Last Modified: | 06 Sep 2022 09:36 |
| URI: | https://hau.repository.guildhe.ac.uk/id/eprint/17880 |
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