Offer me Inspiring Values; I do not care about Branding! What the different types of meat-free diet segments want

Belén Derqui, Hanna Gendel Guterman

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

Abstract

An increasing consumer trend towards more sustainable diets is taking place in many developed countries. As part of this trend, many consumers are increasingly avoiding animal-derived food. Through this study, we aim to shed light on consumers’ underlying motivations when choosing plant-based food. Results show no significant differences among the diverse types of veggie consumers when choosing food products; the most relevant features are related to ‘all quality’ factors (taste, quality, etc.), while packaging and branding are the least important in both countries studied, Israel and Spain. However, vegan consumers show stronger psychological consequences from their consumption choices. Furthermore, relevant differences were found between the two countries under study, as the leading perceived consequence was different: animal welfare in Spain and feeling good/health in Israel.

Original languageEnglish
Title of host publicationPlant-Based Food Consumption
Subtitle of host publicationProducts, Consumers and Strategies
PublisherElsevier
Pages59-81
Number of pages23
ISBN (Electronic)9780323988285
ISBN (Print)9780323972444
DOIs
StatePublished - 1 Jan 2023

Keywords

  • end chain
  • means
  • Meat-free
  • values
  • vegan
  • vegetarian

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