In response to the growing need for sustainable and alternative food options in the face of growing concerns about climate change, this dissertation investigated the determinants shaping German consumer's perceptions of Plant-Based Meat Alternatives (PBMA). Using a 2x2 between-subject experimental design, administered via an online survey, German adults’ evaluations of the tastiness, healthiness, sustainability, and sensory similarity to meat of PBMA stimuli, varying in protein source (soy vs. pea) and product positioning (taste vs. health), were assessed. Data were collected from a valid sample of 143 participants and analyzed with Two Way ANOVA. Results show that consumers’ perceptions of PMBA improve when taste is emphasized by marketing, while perceived sustainability and healthiness are not significantly influenced by positioning or protein source. The perceived similarity to meat is, however, highly influenced by the interaction of these two factors. Moreover, individual characteristics and dietary habits, such as age and frequency of meat consumption, were found to be significant predictors of the frequency of PBMA consumption, with younger, less frequent meat-eaters reporting more regular intake. Overall, results of this study emphasize that both market segmentation and product positioning are key strategic decisions in the marketing of PBMA that can contribute to accelerate the adoption of these products by consumers.
Date of Award | 22 Oct 2024 |
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Original language | English |
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Awarding Institution | - Universidade Católica Portuguesa
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Supervisor | Ana Isabel de Almeida Costa (Supervisor) |
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- Consumer perception
- Plant-based meat alternative
- Branding
- Protein source
- Taste
- Healthiness
- Sustainability
- Similarity to meat
- Sustainable food consumption
- Mestrado em Gestão e Administração de Empresas
Determinants of consumer perceptions of plant-based meat analogues in the German market
Knauer, P. (Student). 22 Oct 2024
Student thesis: Master's Thesis