Journal
MEAT SCIENCE
Volume 187, Issue -, Pages -Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.meatsci.2022.108745
Keywords
Alternative meat; Behavioral intention; Sensory; Hybrid meat; Marketing; Sustainability
Categories
Funding
- European Union [749514]
- Marie Curie Actions (MSCA) [749514] Funding Source: Marie Curie Actions (MSCA)
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This study conducted a field experiment in a university canteen to investigate factors influencing the consumption of a blended meat-mushroom burger. The results show that information highlighting the sustainability attributes of mushrooms has the most significant impact on acceptability, compared to nutrition and indulgence. Beliefs about the health and sustainable benefits of mushrooms also positively influence attitude and behavioral intention.
Reduction of meat intake and increase in vegetable consumption have attracted considerable attention from researchers and food businesses. We conducted a field experiment in a university canteen with the aim of investigating the main behavioral factors determining the consumption of a blended meat-mushroom burger. 296 students who consumed the blended burger completed a structured survey including hedonic and attitudinal questions. We then contacted the same sample after 1 month to measure their reported behavior. Our results show that providing information highlighting the sustainability attributes of mushrooms has the most significant and positive impact on acceptability in comparison to information related to nutrition and indulgence. In addition, the participants' beliefs about the health and sustainable benefits of mushrooms positively impact their attitude toward the blended burger. This then significantly influences their behavioral intention to purchase the product, which proves to be a good predictor of the consumption behavior. Our findings suggest marketing opportunities arising from blending plant-based ingredients with meat products.
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