植物性肉类替代品的替代模式和价格反应
Steffen Jahn1, Daniel Guhl2, Ainslee Erhard3
1Department of Business Administration, School of Economics and Business, Martin Luther University Halle-Wittenberg, Halle 06099, Germany.
概括
降低植物性肉类替代品 (PBMAs) 的价格显著增加了消费者的兴趣和选择,即使与肉类不匹配. 可负担性是改变饮食向可持续选择的关键.
科学领域:
- 消费者行为 消费者行为
- 可持续的粮食系统可持续的粮食系统
- 食品市场营销 食品营销
背景情况:
- 全球肉类消费仍然很高,阻碍了可持续的资源使用.
- 植物性肉类替代品 (PBMA) 往往比传统肉类更昂贵,这构成了采用障碍.
- 了解消费者偏好和PBMA的价格敏感性对于促进可持续饮食至关重要.
研究的目的:
- 调查消费者对肉类的偏好与各种类型的PBMA相比.
- 确定定价如何影响消费者对PBMA的考虑和选择.
- 确定增加采用植物性饮食的策略.
主要方法:
- 在假设的餐厅环境中对2,126名美国人进行了两项研究.
- 使用调查来评估汉堡排名和消费者考虑.
- 采用了一项实验来检查价格对PBMA考虑和选择的影响.
主要成果:
- 肉汉堡的平均效用和偏好高于所有PBMA,但存在显著的消费者异质性.
- 对肉汉堡的考虑与对PBMA的考虑有负相关性;对PBMA的考虑与不同的PBMA有正相关性.
- 降低的PBMA价格显著增加了他们的考虑和选择,而肉汉堡价格变化的影响最小.
结论:
- 负担能力,不仅仅是价格平价,是增加消费者采用PBMAs的关键驱动因素.
- 针对PBMA的定价策略可以有效地鼓励人们转向更可持续的饮食模式.
- 对消费者细分和偏好异质性的进一步研究可以优化PBMA市场透.
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