Consumers' preferences for the attributes of plant-based meat in China: A best-worst scaling approach

Plant-based meat could contribute substantially to nutritional security and environmental sustainability. Nevertheless, its diffusion is highly dependent on consumers' perception and acceptance. Plant-based meat products have various attributes through which nutritional, environmental, and ingredient information are delivered to consumers. To elucidate consumers' preferences for these attributes, we conducted a large-scale consumer survey in five major cities of the largest national meat consumption market, China, with a total of about 2500 respondents. Best-worst count analysis indicated that "zero cholesterol" is the most preferred and "vegan formula" is the least preferred attribute. Mixed logit model analysis showed that "rich in dietary fiber", "zero hormones", and "zero cholesterol" are the three most preferred attributes. Latent class model analysis revealed that respondents with better socioeconomic conditions tended to focus more on the positive nutritional aspects of plant-based meat, whereas respondents with worse conditions tended to place a higher value on avoiding negative health impacts of traditional meat when choosing plant-based meat. This study suggests that Chinese consumers pay more attention to nutritional attributes as compared to other attributes. In addition, apparent market segments exist among different consumers. The findings of this study could contribute to the transformation of sustainable food system.