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The role of sustainability, animal welfare, price, taste, and brand in consumer purchase decisions of cultivated meat over meat and plant-based burger patties in the German market: an analysis to inform effective marketing strategies for mosa meat - deep dive acc. drivers and conjoint analysis
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Resumo(s)
This research investigates consumer factors influencing cultivated meat purchase decisions in
Germany, aiming to develop marketing strategies for Mosa Meat. Utilizing qualitative and
quantitative methods, five hypotheses are explored, revealing preferences for plant-based
products, animal-friendly variants, and branded cultivated meat. Results show consumers resist
paying a premium for cultivated meat, and Mosa Meat's brand was perceived as less tasty than
established plant-based and conventional meat brands. Finally, cultivated meat products from
a well-known brand were more attractive to consumers than stand-alone products. Bridging
theory and application, the study offers tailored marketing recommendations and vital insights
for policymakers and industry stakeholders.
Descrição
Palavras-chave
Cultivated meat Sustainability Purchase decisions Consumer behavior Marketing strategies Conjoint analysis Perceptual map