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

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.