Evaluation of consumers' response to plant-based burgers according to their attitude towards meat reduction

This study aimed to measure the impact of the information about the type of plant protein and consumers' attitude towards meat reduction on consumers' response to different plant-based burgers. 368 consumers assessed online the same image of a plant-based burger along with the information about the type of plant protein (soy, pea or wheat (seitan)). Consumers' attitude towards meat reduction was evaluated using a questionnaire related to meat consumption reduction. Expected liking, emotional response, healthy, processed and sustainable perception evoked by the samples were also evaluated. The type of plant protein had no effect on consumers' response; however, a significant and strong effect of attitude towards meat reduction was found. Five groups of consumers were identified according to their attitude towards meat reduction. Supporters of meat reduction showed a high acceptance of plant-based burgers. Moreover, they perceived them as healthier, less processed and more sustainable. The opposite behaviour was observed for rejecters of meat reduction. Plant-based burgers evoked positive emotions on supporters, such as happy, secure and satisfied while negative emotions were evoked on rejecters (disgusted, adventurous and bored). These findings demonstrate the usefulness of the attitude towards meat reduction when segmenting consumers. Taking into account which aspects are the most important to consumers can be highly beneficial to the industry and food policy makers in the development of new products to replace animal protein-based options by healthier and more sustainable ones.