Consumers’ experiences and preferences for plant-based meat food: Evidence from a choice experiment in four cities of China

Abstract

This paper examined consumers’ experiences in and preferences for plant-based meat (PBM) food and their respective correlates, based on data from an online survey of 579 consumers in four major cities in China in early 2021. We first described consumers’ experiences in consuming and purchasing PBM food and their correlates, and then analyzed consumer preferences using hypothetical choice experiment. The experiment offered consumers various options to purchase burgers made from PBM or animal-based meat (ABM), combined with different countries of origin (COO), taste labels, and prices. Our data showed that respondents hold overall positive attitudes toward PBM food; 85 and 82% of respondents reported experience in eating and purchasing PBM food, respectively. More than half of them ate PBM food because they wanted to try new food (58%), or were interested in healthy food (56%). Income, religion, and dietary restrictions were significantly correlated with consumers’ experiences in PBM food consumption. Results from the Random Parameter Logit Model based on the hypothetical choice experiment data showed that 79% of respondents chose PBM burgers and were willing to pay an average of 88 CNY for a PBM burger. We also found that 99.8 and 83% of respondents are willing to buy burgers made in China and those with a taste label, with a willingness to pay (WTP) of 208 and 120 CNY, respectively. The heterogeneity test revealed that females and those with at least a bachelor’s degree, higher income, religious beliefs, and dietary restrictions are more likely to buy PBM burgers than their counterparts.

Keywords

• plant-based meat (PBM)
• choice experiment
• consumers’ preference
• willingness to pay