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Plant-based Meat Alternative Products versus Conventional Meat: Exploring the Construction of Consumers’ Perception from a High Meat-Eaters Perspective

Mishra, Akankshya LU and Martinez Miracle, Laia LU (2022) BUSN39 20221
Department of Business Administration
Abstract
Title: Plant-based Meat Alternative products versus Conventional Meat: Exploring the
Construction of Consumers’ Perception from a High Meat-Eaters Perspective
Course: BUSN39 Degree Project in Global Marketing
Authors: Akankshya Mishra and Laia Martinez Miracle
Supervisor: Hossain Shahriar
Keywords: Consumer Perception, Sustainable Consumption, Meat Consumption, Plant-based
Meat Alternative Products (PBMA), Plant-based diets
Purpose: The purpose of the study was to acquire an understanding of how consumers build their
perception towards PBMA products from the viewpoint of high meat-eaters.
Methodology/Empirical data: The study is based on the foundation of social constructionism
philosophy. The research design for this study is... (More)
Title: Plant-based Meat Alternative products versus Conventional Meat: Exploring the
Construction of Consumers’ Perception from a High Meat-Eaters Perspective
Course: BUSN39 Degree Project in Global Marketing
Authors: Akankshya Mishra and Laia Martinez Miracle
Supervisor: Hossain Shahriar
Keywords: Consumer Perception, Sustainable Consumption, Meat Consumption, Plant-based
Meat Alternative Products (PBMA), Plant-based diets
Purpose: The purpose of the study was to acquire an understanding of how consumers build their
perception towards PBMA products from the viewpoint of high meat-eaters.
Methodology/Empirical data: The study is based on the foundation of social constructionism
philosophy. The research design for this study is qualitative, and adopts an inductive approach to
develop general concepts based on findings. The data is collected through 15 semi-structured
interviews from high meat-eaters belonging to the young generations.
Findings/Conclusion: Findings in this study imply that the perception towards PBMA products
is built upon three main contributors. First, the different identified reasons underlying the
consumers’ affinity towards the meat are found to be core contributors to the formation of
perception towards PBMA products, which are culture and family habits, nutrition and health, taste
and feeling, and convenience and availability. In addition, these reasons were found to affect the
consumers’ degree of openness and reluctance to meat reduction and PBMA acceptance. Second,
the awareness of PBMA products, the previous experiences with these products as well as the
preconceived notions and expectations related to these products, were also found relevant to the
construction of consumer perception. Further, the level of curiosity for trying new types of food
was found to affect consumers’ willingness to try PBMA products. Lastly, it has been found that
the perception also depends on consumers’ personal views on sustainability. (Less)
Please use this url to cite or link to this publication:
author
Mishra, Akankshya LU and Martinez Miracle, Laia LU
supervisor
organization
course
BUSN39 20221
year
type
H1 - Master's Degree (One Year)
subject
keywords
Consumer Perception, Sustainable Consumption, Meat Consumption, Plant-based Meat Alternative Products (PBMA), Plant-based diets
language
English
id
9095251
date added to LUP
2022-07-05 15:27:21
date last changed
2022-07-05 15:27:21
@misc{9095251,
  abstract     = {{Title: Plant-based Meat Alternative products versus Conventional Meat: Exploring the
Construction of Consumers’ Perception from a High Meat-Eaters Perspective
Course: BUSN39 Degree Project in Global Marketing
Authors: Akankshya Mishra and Laia Martinez Miracle
Supervisor: Hossain Shahriar
Keywords: Consumer Perception, Sustainable Consumption, Meat Consumption, Plant-based
Meat Alternative Products (PBMA), Plant-based diets
Purpose: The purpose of the study was to acquire an understanding of how consumers build their
perception towards PBMA products from the viewpoint of high meat-eaters.
Methodology/Empirical data: The study is based on the foundation of social constructionism
philosophy. The research design for this study is qualitative, and adopts an inductive approach to
develop general concepts based on findings. The data is collected through 15 semi-structured
interviews from high meat-eaters belonging to the young generations.
Findings/Conclusion: Findings in this study imply that the perception towards PBMA products
is built upon three main contributors. First, the different identified reasons underlying the
consumers’ affinity towards the meat are found to be core contributors to the formation of
perception towards PBMA products, which are culture and family habits, nutrition and health, taste
and feeling, and convenience and availability. In addition, these reasons were found to affect the
consumers’ degree of openness and reluctance to meat reduction and PBMA acceptance. Second,
the awareness of PBMA products, the previous experiences with these products as well as the
preconceived notions and expectations related to these products, were also found relevant to the
construction of consumer perception. Further, the level of curiosity for trying new types of food
was found to affect consumers’ willingness to try PBMA products. Lastly, it has been found that
the perception also depends on consumers’ personal views on sustainability.}},
  author       = {{Mishra, Akankshya and Martinez Miracle, Laia}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Plant-based Meat Alternative Products versus Conventional Meat: Exploring the Construction of Consumers’ Perception from a High Meat-Eaters Perspective}},
  year         = {{2022}},
}