Meat Wars: Measuring Consumer Preferences for Hybrid Plant-based Versus Pork Meat Alternatives in an Omnivorous Population.

Abstract

This work examines consumer preferences for hybrid plant/pork- based meat Frankfurt sausages in Spain. An online survey measured preferences and willingness to pay through a discrete choice experiment (DCE). The results from an error component random parameter logit (ECRMPL) model show that consumers do not attach any utility on Frankfurt sausages made from hybrid meat (half pork half plant-based). Yet, consumers utility increases when sausages are sold in a package with 80% less plastic.