What factors influence consumers to buy fake meat products? In this exploratory research the authors aim at identifying a variety of factors that explain why consumers buy fake meat products, which have been on the rise in the past years in Germany. The authors follow a split approach in form of one quantitaive (regression analysis) and one qualitative (means-end chain) study to gain insights.
Table of Content
1 Introduction
2 Research Design
2.1 Literature Review
2.2 Derivation of the Research Design
3 Expert Interviews
4 Study One
4.1 Hypotheses Derivation
4.2 Conceptual Model
4.3 Data Collection and Sample Description
4.4 Questionnaire Design
4.5 Data Preparation
4.5.1 Definition of Dependent and Independent Variables
4.5.2 Control Variables
4.5.2.1 Factor Analysis
4.5.2.2 Socio-demographics
4.6 Scenario Analysis
4.6.1 Research Design
4.6.2 Methodology
4.6.3 Results
4.7 Hierarchical Linear Regression Analysis
4.7.1 Research Design
4.7.2 Methodology
4.7.3 Results
5 Study Two
5.1 Means-end Chain Theory
5.1.1 Introduction
5.1.2 Assumptions of the Means-end Chain
5.1.3 Means-end Chain Design
5.1.4 Laddering
5.2 Means-end Chain Survey
5.2.1 Questionnaire Design
5.2.2 Means-end Chain Methodology
5.3 Derivation of Factors
5.4 Results
6 Implications
7 Limitations and Further Research
Research Objectives and Topics
This study aims to identify existing gaps in meat substitute research and to empirically determine which factors influence consumers' purchase decisions for these products. By employing a mixed-methods approach, the research investigates the role of producer type, consumer characteristics, and personal values in the meat substitute market.
- Analysis of producer types (hybrid vs. pure) and their influence on purchase intention.
- Impact of consumer characteristics, such as nutrition involvement and need for uniqueness.
- Identification of intrinsic value structures using Means-end Chain analysis.
- Examination of the role of socio-demographic factors and their effect on purchase behavior.
- Development of managerial implications for meat substitute providers and retailers.
Excerpt from the Book
Literature Review
Meat substitutes, also called meat alternatives, meat analogs or meat replacers (Hoek et al. 2011, p. 662) “are primarily vegetable based food products that contain proteins made from pulses (mainly soy), cereal protein, or fungi” (Hoek et al. 2011, p. 662). The market for these products experienced a massive uplift around the end of the 90s (Davies and Lightowler 1998, p. 90) and is growing ever since (Markets and Markets 2014). The main reason for this development is represented by the increasing diversification of the consumer segments (Sadler 2004, p. 251). While meat substitutes were initially consumed nearly exclusively by vegetarians, they reach a broader audience nowadays. More and more non-vegetarians are buying such products either for a more diverse diet or because of the pursuit to deliberately reduce meat consumption (Sadler 2004, p. 251). In this context, consumers that deliberately renounce meat for at least one day per week are defined as “flexitarians” (de Bakker and Dagevos 2012, p.882).
Meat substitute research and comparable organic food literature have identified several socio-demographics to have an impact on the purchase behavior towards meat substitutes. Studies show ambiguity with one identifying women as the main costumer group of meat substitutes (Hoek et al. 2011, p. 667) and others finding no significant difference in the gender distribution (Hoek et al. 2004, p. 268). Organic food literature supports the finding of women as the focus customers (Van Doorn and Verhoef 2015, p. 444). Changes in diet and a development to consume less meat and instead more meat substitutes are likely to be related to younger persons and thus younger persons might consume more meat substitutes (Schösler, Boer, and Boersema 2012, p. 46). The level of education is assumed to be higher among those, who mostly consume meat substitutes (Hoek et al. 2011, p. 667) and as a peer subject, organic product consumption is also positively related to the level of education (Ngobo 2011, p. 95). Household size, which is the number of persons that jointly eat the same meals and thus purchase food for the entire household, might be smaller for meat substitute consumers (Hoek et al. 2004, p. 268).
Summary of Chapters
1 Introduction: This chapter highlights the development and importance of the meat substitute market and defines the research aim of identifying gaps in existing consumer behavior studies.
2 Research Design: A literature review is provided to reveal current research gaps, followed by the derivation of a research design based on a Convergent Parallel Mixed Methods approach.
3 Expert Interviews: Expert interviews are conducted to gain explorative insights and to serve as a foundation for the subsequent quantitative and qualitative studies.
4 Study One: This chapter presents the quantitative part of the research, including hypothesis derivation, conceptual model development, data collection, and statistical analysis (scenario and regression analysis).
5 Study Two: This chapter details the qualitative study utilizing the Means-end Chain (MEC) theory to link product attributes to consumer values through laddering techniques.
6 Implications: Management implications are derived by aligning the empirical results from both the quantitative and qualitative studies.
7 Limitations and Further Research: The limitations of the current research are discussed, and potential future research directions in the field of meat substitute consumption are identified.
Keywords
Meat substitutes, consumer behavior, purchase intention, hybrid producer, pure producer, Means-end Chain, laddering, nutrition involvement, need for uniqueness, socio-demographics, flexitarians, vegetarians, vegans, sustainability, marketing strategy.
Frequently Asked Questions
What is the primary focus of this paper?
This paper investigates the factors influencing consumers' purchase decisions regarding meat substitutes, focusing on identifying gaps in previous research and exploring consumer behavior through mixed methods.
What are the central themes discussed in the study?
Key themes include the impact of producer origin (hybrid vs. pure), the role of consumer socio-demographics, the influence of intrinsic values on product choice, and the effects of consumer traits like nutrition involvement and need for uniqueness.
What is the core research objective?
The primary aim is to identify gaps in existing meat substitute research and to empirically determine which specific factors drive consumers to purchase meat substitutes.
What research methods were utilized?
The study employs a Convergent Parallel Mixed Methods Design, incorporating expert interviews, a quantitative online survey analyzed via regression and scenario analysis, and a qualitative study using the Means-end Chain (MEC) approach with laddering.
What does the main body cover?
The main body is divided into two studies: Study One focuses on quantitative testing of hypotheses via regression modeling, while Study Two provides qualitative insights into the cognitive structures of consumers using Means-end Chain analysis.
Which keywords characterize this work?
Prominent keywords include meat substitutes, consumer behavior, purchase intention, Means-end Chain, and various consumer segments such as vegetarians, vegans, and flexitarians.
How does the producer type influence purchase intent?
The study finds that, generally, knowledge that a product originates from a hybrid producer (a company that also produces meat) tends to decrease the purchase intention towards meat substitutes among most consumer groups.
What role does nutrition involvement play?
Contrary to initial expectations, the study finds that higher nutrition involvement positively influences the purchase intention for meat substitutes, likely due to consumers' increased attention to product ingredients and health benefits.
- Arbeit zitieren
- B. Sc. Tjorben Grote (Autor:in), David Fehrenbach (Autor:in), Raoul Jacobmeyer (Autor:in), Markus Zipp (Autor:in), 2016, What factors influence consumers to buy meat substitutes?, München, GRIN Verlag, https://www.hausarbeiten.de/document/369663
