Sustainable Meat Consumption: Understanding the Factors that Influence Consumer Stated Preferences for Mince and Meat Free Mince

Apostolidis, Chrysostomos and McLeay, Fraser (2013) Sustainable Meat Consumption: Understanding the Factors that Influence Consumer Stated Preferences for Mince and Meat Free Mince. In: Academy of Marketing Annual Conference 2013: Marketing Relevance, 8 - 11 July 2013, Cardiff.

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Abstract

Red meat production such as beef and lamb has been reported as one of the major contributors to greenhouse gas emissions in Western societies. Additionally, an increase in the consumption of red meat has been associated with various other environmental, health and ethical issues. As more interest is generated around the food sustainability agenda, social marketing could be used to design marketing strategies that may help reduce red meat consumption. In this paper we present the results of a choice experiment with 200 respondents to elicit consumer preferences of sustainable food attributes. The results of a multinomial logistic regression are used to describe the importance that socio-environmental and ethical characteristics have on consumer preferences for mince. Certain attributes including fat content and region of origin have a more significant influence upon preferences than others, such as brand and production method. Four different consumer segments were identified, namely; healthy eaters, sustainable consumers, taste driven and price sensitive. The results are also used to predict the market share of hypothetical sustainable products with specific attributes. It is hoped that the outcomes will be useful for social marketers, food producers and manufacturers and policy makers as they move towards more sustainable food consumption.

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