Maybe meat, maybe not? Analysing Swedish consumers’ preferences for plant-based meat alternatives

Sammanfattning: Plant-based meat alternatives (PBMAs) have grown in both demand and diversified supply. As follows, there has recently been an increase in research studying consumers' behaviour towards these products. This thesis aimed to add to the growing literature by analysing Swedish consumers' preferences for PBMAs. To do so, a discrete choice experiment (DCE) was conducted to estimate the willingness to pay (WTP) for various products. Using an online survey distributed to a panel of Swedish consumers, the respondents (n = 517) were asked to choose between different protein products (pea-based mince, soy-based mince, mixed mince, and red lentils) for cooking Bolognese sauce. The products varied in price and geographical origin. The results found that the WTP was the highest for the meat option. The main reasons for choosing meat were meat being tasty and a good protein source, not wanting to change one’s diet, and knowing what to expect when buying meat. Secondly, there was no significant difference in WTP between the two plant-based minces. Still, pea protein was perceived as more natural, healthy and environmentally friendly. Thirdly, the origin influenced the WTP as respondents were willing to pay more the more proximate the origin of protein for plant-based mince. And, lastly, the respondents who preferred the plant-based minces the most were female, younger, highly educated, and had low food neophobia. To conclude, while the price and other product attributes are important for increasing plant-based food consumption, so are understanding the differences between and barriers for consumers.