Plant-based food – Purchasing intentions, barriers and drivers among different organic consumer groups in Denmark

• How do we design policies that support a shift in eating habits towards a diet that includes more vegetable-basedproducts and less meat, and in particular red meat? To inform policy, more information is needed about consumers’perceptions of the plant-based protein alternatives that have become available on the market. Thepresent study of 1000 Danish consumers examined oat drink and plant-based mince as substitutes for cows’ milkand minced beef. While the popularity of these is increasing, in 2021 70% of Danish consumers had nonethelessnever tried using oat drink or plant-based mince. Respondents who stated that they often bought organic foodwere more likely to associate the plant-based products with benefits as well as being more likely to have triedusing the plant-based products. While plant-based products were associated mainly with public good characteristics,it was private good characteristics that explained consumption of the products. Therefore, improvingtaste – or changing people’s expectations about it – and reducing price are ways to reduce barriers to consumption.Initiatives to improve public understanding of the ways in which plant-based and animal-basedproducts differ are also important, as many respondents were somewhat unclear about which characteristicsthey associated with the two products.

Ämnesord

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv -- Nationalekonomi (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business -- Economics (hsv//eng)

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Näringsliv och samhälle

Näringsliv och samhälle

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