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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...
Autores principales: | , , , , , , , , , , , , , , , , , , |
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Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
MDPI
2022
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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. |
format | Online Article Text |
id | pubmed-9416216 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2022 |
publisher | MDPI |
record_format | MEDLINE/PubMed |
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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