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The role of sustainability, animal welfare, price, taste, and brand in consumer purchase decisions of cultivated man marmeat over meat and plant-based burger patties in the Geket: an analysis to inform effective marketing strategies for mosa meat - research design and data collection
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This research explores the factors that influence consumer decisions when purchasing
cultivated meat in Germany. The goal is to develop effective marketing strategies for Mosa
Meat. The study uses both qualitative and quantitative methods to test five hypotheses. The
findings reveal that consumers prefer plant-based products, animal-friendly meat alternatives,
and branded cultivated meat. However, consumers are reluctant to pay a premium for cultivated
meat products, and Mosa Meat's brand is considered less tasty than established plant-based and
conventional meat brands. The study also finds that consumers are more attracted to cultivated
meat products from well-known brands rather than standalone products. Overall, the study
offers tailored marketing recommendations and valuable insights for policymakers and industry
stakeholders.
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Palavras-chave
Cultivated meat Purchase decisions Consumer behaviour Sustainability Marketing strategies Conjoint analysis Perceptual map