Meat substitutes

: analysis of consumers’ perceptions, attitudes, and purchase motives in the portuguese market

Abstract

Plant-based meat substitutes have been identified as alternative protein source that provide a range of social, health and environmental advantages compared to meat and therefore can lead to reducing of meat consumption. Still a niche market, the meat replacers market is expect to grow internationally in the following years and precedent studies have not focus on consumers’ behavior in regard to meat substitutes in the Portuguese market. Therefore, this study aimed to identify food-groceries shopper perceptions’ of meat replacers and identify consumers and non-consumers motivations and barriers towards meat substitute consumption. Eight in-depth interviews were carried out to have a first grasp on the subject and eventually, an online survey was launched to reach a broader audience: 382 meat replacers consumers and non-consumers identified the main advantages and hindrances towards meat substitutes, as well as the personal attitudes and perceptions that impact purchase intentions. The results reveal the grocery shoppers displayed a favorable tendency to purchase meat replacers. Meat replacers consumers are concerned with sustainability, animal welfare and their health concerns. They also are more food involved and are less food neophobic than non-consumers. Regarding demographics, gender and income also show significance in substituting meat. Moreover, perceptions such as sensory and healthy ones motivate purchase intentions towards meat substitutes. Differences between light-consumers and heavy-consumers of meat substitutes were also looked into. In the end, a detailed analysis of the results is provided in the last chapter, such as further research recommendations.

Date of Award	29 Jun 2020
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Miguel Rita (Supervisor)