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Understanding Key Factors Influencing Consumers’ Willingness to Try, Buy, and Pay a Price Premium for Mycoproteins

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 inhibiti...

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Autores principales: Dean, David, Rombach, Meike, de Koning, Wim, Vriesekoop, Frank, Satyajaya, Wisnu, Yuliandari, Puspita, Anderson, Martin, Mongondry, Philippe, Urbano, Beatriz, Luciano, Cristino Alberto Gómez, Hao, Wendy, Eastwick, Emma, Achirimbi, Elma, Jiang, Zheng, Boereboom, Anouk, Rashid, Farzana, Khan, Imran, Alvarez, Beatriz, Aguiar, Luis Kluwe
Formato: Online Artículo Texto
Lenguaje:English
Publicado: MDPI 2022
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9416216/
https://www.ncbi.nlm.nih.gov/pubmed/36014797
http://dx.doi.org/10.3390/nu14163292
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author Dean, David
Rombach, Meike
de Koning, Wim
Vriesekoop, Frank
Satyajaya, Wisnu
Yuliandari, Puspita
Anderson, Martin
Mongondry, Philippe
Urbano, Beatriz
Luciano, Cristino Alberto Gómez
Hao, Wendy
Eastwick, Emma
Achirimbi, Elma
Jiang, Zheng
Boereboom, Anouk
Rashid, Farzana
Khan, Imran
Alvarez, Beatriz
Aguiar, Luis Kluwe
author_facet Dean, David
Rombach, Meike
de Koning, Wim
Vriesekoop, Frank
Satyajaya, Wisnu
Yuliandari, Puspita
Anderson, Martin
Mongondry, Philippe
Urbano, Beatriz
Luciano, Cristino Alberto Gómez
Hao, Wendy
Eastwick, Emma
Achirimbi, Elma
Jiang, Zheng
Boereboom, Anouk
Rashid, Farzana
Khan, Imran
Alvarez, Beatriz
Aguiar, Luis Kluwe
author_sort Dean, David
collection PubMed
description 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.
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spelling pubmed-94162162022-08-27 Understanding Key Factors Influencing Consumers’ Willingness to Try, Buy, and Pay a Price Premium for Mycoproteins Dean, David Rombach, Meike de Koning, Wim Vriesekoop, Frank Satyajaya, Wisnu Yuliandari, Puspita Anderson, Martin Mongondry, Philippe Urbano, Beatriz Luciano, Cristino Alberto Gómez Hao, Wendy Eastwick, Emma Achirimbi, Elma Jiang, Zheng Boereboom, Anouk Rashid, Farzana Khan, Imran Alvarez, Beatriz Aguiar, Luis Kluwe Nutrients Article 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. MDPI 2022-08-11 /pmc/articles/PMC9416216/ /pubmed/36014797 http://dx.doi.org/10.3390/nu14163292 Text en © 2022 by the authors. https://creativecommons.org/licenses/by/4.0/Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/).
spellingShingle Article
Dean, David
Rombach, Meike
de Koning, Wim
Vriesekoop, Frank
Satyajaya, Wisnu
Yuliandari, Puspita
Anderson, Martin
Mongondry, Philippe
Urbano, Beatriz
Luciano, Cristino Alberto Gómez
Hao, Wendy
Eastwick, Emma
Achirimbi, Elma
Jiang, Zheng
Boereboom, Anouk
Rashid, Farzana
Khan, Imran
Alvarez, Beatriz
Aguiar, Luis Kluwe
Understanding Key Factors Influencing Consumers’ Willingness to Try, Buy, and Pay a Price Premium for Mycoproteins
title Understanding Key Factors Influencing Consumers’ Willingness to Try, Buy, and Pay a Price Premium for Mycoproteins
title_full Understanding Key Factors Influencing Consumers’ Willingness to Try, Buy, and Pay a Price Premium for Mycoproteins
title_fullStr Understanding Key Factors Influencing Consumers’ Willingness to Try, Buy, and Pay a Price Premium for Mycoproteins
title_full_unstemmed Understanding Key Factors Influencing Consumers’ Willingness to Try, Buy, and Pay a Price Premium for Mycoproteins
title_short Understanding Key Factors Influencing Consumers’ Willingness to Try, Buy, and Pay a Price Premium for Mycoproteins
title_sort understanding key factors influencing consumers’ willingness to try, buy, and pay a price premium for mycoproteins
topic Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9416216/
https://www.ncbi.nlm.nih.gov/pubmed/36014797
http://dx.doi.org/10.3390/nu14163292
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