Meat substitutes are on the rise: While they used to have a distinct segment existence in well being meals shops or natural shops, wheat salami, tofu schnitzel or soy mince can now be present in each well-stocked grocery store. “We wanted to know why consumers choose these alternatives,” explains Jeanette Klink-Lehmann, who’s doing her doctorate on the Institute of Food and Resource Economics on the University of Bonn within the division of Prof. Dr. Monika Hartmann.
Klink-Lehmann and Hartmann, along with their colleague Nick Marcus, surveyed 441 women and men from throughout Germany for the evaluation. The members had been requested, for instance, to state how a lot they care about their well being, whether or not they suppose humanity is heading for an ecological disaster and whether or not animal husbandry in agriculture ought to be ethically questioned. They additionally indicated their perspective towards meat substitutes and their intention to eat them frequently sooner or later.
Animal welfare and well being points inspire consumption
“We have now examined the statistical relationships between these responses based on an extension of a recognized behavioral model,” says Marcus. The researchers got here throughout a shocking end result: larger concern for the setting was not related to a greater ranking of meat substitutes, nor with a larger intention to purchase them. “We had expected that ecological aspects would also play a role in the intention to consume meat alternatives,” Marcus explains. “However, that has not been confirmed.”
The researchers can solely speculate concerning the causes for the discrepancy between the members’ environmental considerations and their behavioral intention. For instance, the survey information already dates from 2017 — a time when the “Fridays for Future” motion didn’t but exist. “Since then, the issue of the environment has been much more prominent on the agenda,” Klink-Lehmann emphasizes. “As a result, more people are probably aware of the potentially negative environmental effects of meat consumption today than they were five years ago.”
Animal welfare considerations performed a serious position within the respondents’ consumption selections: those that view manufacturing facility farming critically, (unsurprisingly) have a extra optimistic perspective towards plant-based sausages and veggie burgers on common. This perspective, in flip, has a useful impact on the intention to make use of these options sooner or later. A pronounced well being consciousness can be related to a larger willingness to eat meat substitutes. Furthermore, the attitudes of pals and shut kin towards meat substitutes has a big affect on this choice.
Targeted advertising of the benefits
Marcus, Klink-Lehmann and Hartmann suggest, on the one hand, higher communication of the ecological benefits of meat options. In addition, the business ought to take note of a wholesome and balanced composition within the manufacture of its merchandise. Moreover, the place animal-based meals akin to eggs are utilized in meat substitutes, they need to come from farms that take note of good animal husbandry. “Animal welfare and health are obviously very important to consumers,” says Klink-Lehmann. “So manufacturers would do well to take these aspects into account and then market their foods accordingly.”