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| Format: | Recurso digital |
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Zenodo
2025
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| Accès en ligne: | https://doi.org/10.5281/zenodo.15469393 |
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- <p>The rising demand for sustainable and health-conscious food alternatives has brought plant-based meat products to the forefront of consumer markets. This study aims to analyze consumer perception and purchase intentions toward plant-based meat, focusing on factors such as health consciousness, environmental awareness, taste expectations, price sensitivity, and social influence. Using a mixed-method approach, including survey data from 500 respondents and qualitative interviews, the research investigates demographic variations and underlying psychological drivers that influence consumer behaviour. The findings reveal that positive perceptions of health and sustainability significantly enhance purchase intentions, while scepticism about taste and higher price points remain major barriers. Furthermore, the role of social norms and branding is found to be pivotal in shaping consumer attitudes. This study provides valuable insights for marketers, policymakers, and producers seeking to promote plant-based meat adoption and contribute to a more sustainable food ecosystem.</p>