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An Analysis of Consumer Attitudes and Perceptions Towards Plant-Based Meat Alternatives

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Section One:

1. Introduction: An Analysis of Consumer Attitudes and Perceptions Towards Plant-Based Meat Alternatives

Plant-based meat substitutes are goods that replicate the texture, flavour, as well as appearance of meat using plant-based components. Typically, they are promoted as a replacement for conventional food products like steak, poultry, as well as swine (Hem, 2020). Because more individuals becoming conscious of the benefits to their well-being and to the environment of limiting their intake of conventional processed meat, customer attitudes and beliefs of plant-based meat substitutes have already been shifting in recent times.

The research question related to the selected topic is mentioned below:

1. What are the current consumer attitudes and perception towards plants - based Meat alternatives?

2. What are the various ways to promote plant-based products?

3. What various strategies could be used to influence customer towards plant-based products?

Some of the major variables that affect customer views and attitudes about plant-based meat substitutes includes health issues, environmentally issues, animal protection, Texture and flavour as well as cost (Santo, 2020). Considerations regarding nutrition, the ecology, welfare of animals, texture, as well as cost are leading to a general improvement in consumer attitudes and perceptions of plant-based meat substitutes and due to this reason, it will interest both academically and personally. The market for plant-based meat substitutes is probably going to increase since more people are taught about their advantages. Because plant-based products are viewed as being better as compared to traditional processed meat, numerous customers are intrigued in plant-based meat substitutes. In recent times, plant-based meat substitutes have substantially improved, and many of these items now resemble regular meat products in terms of depth of flavour (Cardello, 2022).

The research will take place in the form of a primary data from friends and elders near my work place.

Section 2 a:

Research Aim

As plant-based products are considered as pricey as organic food thus in many cases it has been seen that a lot of customers are unable to consumed these items. As a result, these products have got a niche market due to which their reach to the public is very low. As a result, the given study will be carried out with an intention to promote the plant-based products towards customer and also to analyse the consumer perception towards these kinds of items.

The research gap which the intended study rest on is the absence of the experiential test on the actual perception of the clients towards plant-based products that might be promoted to show its various benefits. The suggested study's debate would centre on an examination of the potential benefits of various technologies and knowledge which could be used to promote plant-based products and also to study the consumer attitudes and perception towards plants - based Meat alternatives.

The main aim of this study is to research on ways to promote the plant-based product through which the perception of the clients towards the same can be identified.

Section 2 b:

Research Objectives

The main objectives of the study are listed in detail below:

  1. To study the current consumer attitudes and perception towards plants - based Meat alternatives
  2. To study the various ways to promote plant-based products
  3. To study the various strategies could be used to influence customer towards plant-based products

Section 3:

2. Literature review

2.1 Consumer attitudes and perception towards plants - based Meat alternatives

According to János Szenderák (2022), the readiness to limit or substitute meat consumption is necessary due to the significant environmental impact of rising animal product consumption. Plant-based meat substitute is a potential replacement product that has a comparable impression of events to traditional meat within UK. A study done by Bryant( 2019), showed that throughout the UK market, meat replacements are currently experiencing exponential development. The addressable market was unquestionably great ten years ago, and revenues as well as capital in plant-based products broke records worldwide in 2020. Global retail sales of plant-based meat increased by 24% from 2019 to USD 4.2 billion (Bryant, 2019). Research on customer acceptability of meat consumption has received an increase in focus in recent years. Others are worried about the product's flavour, cost, safety, and naturalness. Even though some customers are pleased about the promise of lowering the health hazards, ecological disasters, as well as animals’ rights issues connected with traditional meat consumption, others are less so (Bryant, 2019). Despite the presently a dearth of quantitative study in Asia and cross-country comparisons on this subject, considerable data proves that adoption of meat production will differ significantly among civilizations. With the anticipated rise in meat consumption in low-income countries, these are probably crucial topics (Szenderák, 2022). Several of the moral, ecological, as well as population health problems currently linked with production of meat will be resolved in the future when it comes to the widespread production of clean meat without the use of animals. Similar to how plant-based meat is improving in flavour and getting more popular, it is evolving into a more and more viable substitute for traditional meat (Mostafa, 2022).

Leading opinions on plant-based meat alternatives among responding shoppers in Great Britain in 2018

Figure : Leading opinions on plant-based meat alternatives among responding shoppers in Great Britain in 2018,(Mostafa, 2022).

2.2 Ways of Promoting plant-based products

Marketing plant-based goods could be a wonderful approach to nudge people towards leading more environmentally friendly and healthier lives. Foods made from plants hold enormous promise for preserving the environment. It can be challenging to persuade people to eat more plant-based meals, as they frequently view meat eating as socially acceptable, found naturally, and palatable (Rosenfeld, 2022). There are various ways through which plant-based products can be promote which are described in detail below.

According to Holmgren (2017), The first and the most cost-effective way to promote plant-based products is the use of social media. promoting plant-based products on social media sites like Instagram, Facebook, and Twitter. sharing images and recipes for plant-based meals as well as details on the advantages of eating plants. (Holmgren, 2017). However as pointed out by Driel (2021), working together with celebrities who have a sizable fan base and a passion for plant-based diets is also another great way to promote plant-based products that be identified as influencer advertising. They may educate their followers and

spread the word about plant-based products (Driel, 2021). Product demos are also considered to be as an important way of promoting plant-based product. Offering the item demonstration in shops helps to reach people and educating them regarding the items. This also provides an occasion to taste the item prior to purchase the items too.

2.3 Challenges related to Promoting plant-based products

As pointed out by Alexandra Alcorta (2021), plant-based diets have gained popularity as a way to improve human health as well as welfare of animals while lowering the environmental impact of the diet. Vegetarian diets make up a smaller proportion of the population than meat eaters, but their proportions have dramatically risen in recent years.

In addition to meat substitutes, the usage of non-animal packaged foods is rising, which presents a new business for the food sector (Alcorta, 2021 ). Regrettably suggested by Beate Gebhardt (2021), not because all alternatives to animal products are environmentally friendly, but some among them are actually overly manufactured. Customers need concrete understanding as well as control and are concerned about their health and labelling. The difficulties in this area are related to perceptual science, nourishment, human nutrition, and food technology and innovation. Also, a proper food choice as well as composition are crucial to gaining consumer approval and avoiding nutritional inadequacies in people who follow this diet (Gebhardt, 2021). Also as pointed out by Federico J.A. Perez-Cueto (2022), some of the major for promoting plant-based meat includes restricted accessibility and easiness, high price, its flavour and texture, ethnic as well as communal norm etc. In some areas, it may be more difficult to locate plant-based items, since not all grocers and eateries may carry them. Consumer access to and use of these items may be problematic due to their limited availability, which may prevent their acceptance. In addition to this, Due to the expense of materials and manufacturing procedures, items made from plants are frequently more expensive than those made from animals. Some consumers, especially those with lower finances, may be discouraged from selecting plant-based products because of this increased cost (Cueto, 2022).

2.4 Strategies to influence customer towards plant-based products

According to Szejda (2020). Customers should initially comprehend the motivating factors for food choice generally and for protein specifically if they are to make a meaningful change away from consumption of meat to towards the healthier, more ecological, and socially conscious plant-based proteins. In order to give consumers more opportunities to select a product that is not only tastier, more affordable, and more convenient but also healthier, more sustainable, and more just, plant-based product development should aim to satisfy these motivations and address the barriers to consumption of plant-based meat (Szejda, 2020).

Also, Daniel L. Rosenfeld (2022), in his study showed some of the best strategy to promote plant-based meat products are providing proper education to the new customers and offer variety of products. It can be seen that though this is not a new concept still a lot of customer segment is not aware of the concept as well as its importance. Thus, it will be important to first educate them about the whole concept so that they can become aware of the product before purchasing it. In addition to this author also explained that Consumers can try out various flavours and sensations by receiving a choice of plant-based items. This may facilitate the switch to a plant-based diet (Rosenfeld, 2022).

On the other had study done by Emma Beacom (2022), revealed that Having plant-based products efficient and accessible may persuade individuals to experiment with them. It might entail placing them in multiple organisations, including grocers, eateries, as well as internet businesses. Products made from plant are frequently extra biodegradable than most of those made from animals. Businesses can attract clients whom is concerned about the

effects of their dietary choices on the environment by highlighting the environmental advantages of plant-based diets (Beacom, 2022).

2.5 Theoretical framework

The structure that can hold or support a research study's theory is known as the theoretical framework. According to Kittichotsatsawat, Jangkrajarng, and Tippayawong (2021), the resource-based perspective is a paradigm for companies that enables the identification and exploitation of a firm's strategic resources in order to enhance comparative benefit. The theoretical framework that has been designated for this given study is the resource-based views. Thus, application of the resource-based view in promotion of plant-based meat products to identify the consumer perception towards this segment would be entrusted with identifying the areas of risks so that the idea behind promoting can be identified in deep detail. Market information is another resource available to plant-based meat products. Thus, client needs could be determined to analyse sales reports, as well as firms should concentrate maintaining prepared marketing plans for these products.

Section 4:

Research Methodology

Method: This section should provide an explanation and justification of the chosen research method to the topic. Please make sure that you include details of:

  1. My work place is considered to be as a place where all the selected segments of group can be identified easily. Thus, if we concentrate on all the two selected age group a solid information can be gathered to do the data analysis segment in a proper manner. All the selected age group which will be using for the study are the most identified group who prefer to consume both vegan and non-vegan food and also have some basic idea on the products.
  2. Prior to actually taking any samples from individuals, it will be crucial to have academic review board or ethics committee consent. This entails completing a research methodology that details the study's design, goal, anticipated advantages and dangers, as well as the safeguards in place to ensure the well-being and rights of the people in the study. Investigators should always make sure that sampling contributors or participants of the study give their permission from the participants and that materials are handled in a way that protects their confidentiality and privacy.
  3. The sample population selected for the study will be my friends and elders. The age that will be selected for the sample will be between 20 to 40 years who have some basic knowledge about the plant-based meat products. Also, both male and female segments will be considered as sample population.
  4. Selecting a proper place for doing research is considered to be as one of the main parts of doing any research because with the help of that target sample is identified easily. The selected research on the topic of analysis of consumer attitudes as well as perception towards plants - based Meat alternatives will take place near my work place. The main reason behind selecting my place work as the main area because I know this area well and have well versed with the people living around there so it will be easy to get the target population.
  5. The research method that will be selected for the given study will be primary data collection method. The process of collecting primary data entails getting information directly from a first-hand source. In other words, it's information that the organisation intends to use has obtained. Survey technique along with interview process will be used to gather the data from friends and family for which 25 MCQs questions will be prepared so as to get the percentage of responds from the respondents. The main reason behind selecting the primary data collection as the selected method due to the type of population that has been selected. In order to get concrete data use of some statistical tools will also be deployed so as to show the validity as well as reliability of the answers which will be gained from the selected target sample using 25 MCQ.

The research text that will be support the work will include the following:

  • Informed assent: Study members should be completely educated about the reason, methodology, dangers, and expected advantages of the review and give their deliberate agree to partake. Analysts should guarantee that members comprehend the data gave and have the chance to clarify pressing issues and pull out from the review whenever.
  • Classification: Specialists should do whatever it takes to safeguard the secrecy of review members' very own data and information, and guarantee that their security is regarded.
  • Regard for members' independence: Specialists should regard members' freedoms to pursue their own choices, and not constrain or control them at all.
  • Threat minimization: Specialists should do whatever it takes to limit the likely dangers and damages to members, and equilibrium any expected advantages against these dangers.

The underlying principle that will be selected further to do the study will include the following:

  • Lucidity of direction: It is essential to plainly characterize the reason for the paper and guarantee that all the exploration and composing that attempt lines up with this reason.
  • Thorough examination: A paper is a scholarly work that is supposed to be founded on intensive and thorough exploration. It is vital to direct broad writing audits, assemble and examine information, and utilize proper exploration procedures to guarantee that the work is tenable and dependable.
  • Inventiveness: A decent paper ought to make a unique commitment to the field of study. This implies that you ought to abstain from repeating existing exploration and on second thought plan to distinguish holes in the writing and address these holes in your work.
  • Clear and succinct composition: The exposition ought to be written in an unmistakable and compact way, utilizing proper scholastic language and referring to shows. It is vital to guarantee that your work is very much organized and that your contentions are introduced in a legitimate and reasonable manner.
  • Decisive reasoning: A decent exposition ought to exhibit your capacity to ponder the examination point and to assess the qualities and shortcomings of various contentions and techniques. It is critical to be receptive and objective in the examination and to think about elective viewpoints and understandings.

It is essential to guarantee that the exploration is led in a moral way, regarding the privileges and protection of examination members and complying with moral rules and standards.

References

Alcorta, A. (2021 ). Foods for Plant-Based Diets: Challenges and Innovations. MDPI.

Beacom, E. (2022). Consumer motivations and desired product attributes for 2.0 plant-based products: a conceptual model of consumer insight for market-oriented product development and marketing. NIH, 2(8).

Bryant, C. (2019). A Survey of Consumer Perceptions of Plant-Based and Clean Meat in the USA, UK, and China. University of Bath.

Cardello, A. V. (2022). Plant-based alternatives vs dairy milk: Consumer segments and their sensory, emotional, cognitive and situational use responses to tasted products. Food Quality and Preference.

Cueto, F. J. (2022). How barriers towards plant-based food consumption differ according to dietary lifestyle: Findings from a consumer survey in 10 EU countries. International Journal of Gastronomy and Food Science.

Driel, J. v. (2021). The Effectiveness of Influencer Marketing on Intentions to Adopt a Plant-Based Diet. Tilburg University.

Gebhardt, B. (2021). Plant-based foods: The product-related potential and challenges to the European food industry. University of Hohenheim.

Hem, J. ( 2020). A review of research on plant?based meat alternatives: Driving forces, history, manufacturing, and consumer attitudes. Comprehensive Reviews in Food Science and Food Safety , 19(1).

Alcorta, A. (2021 ). Foods for Plant-Based Diets: Challenges and Innovations. MDPI.

Beacom, E. (2022). Consumer motivations and desired product attributes for 2.0 plant-based products: a conceptual model of consumer insight for market-oriented product development and marketing. NIH, 2(8).

Bryant, C. (2019). A Survey of Consumer Perceptions of Plant-Based and Clean Meat in the USA, UK, and China. University of Bath.

Cardello, A. V. (2022). Plant-based alternatives vs dairy milk: Consumer segments and their sensory, emotional, cognitive and situational use responses to tasted products. Food Quality and Preference.

Cueto, F. J. (2022). How barriers towards plant-based food consumption differ according to dietary lifestyle: Findings from a consumer survey in 10 EU countries. International Journal of Gastronomy and Food Science.

Driel, J. v. (2021). The Effectiveness of Influencer Marketing on Intentions to Adopt a Plant-Based Diet. Tilburg University.

Gebhardt, B. (2021). Plant-based foods: The product-related potential and challenges to the European food industry. University of Hohenheim.

Hem, J. ( 2020). A review of research on plant?based meat alternatives: Driving forces, history, manufacturing, and consumer attitudes. Comprehensive Reviews in Food Science and Food Safety , 19(1).

Holmgren, H. (2017). Plant-based diets on social media. JÖNKÖPING UNIVERSITY.

Mostafa, M. (2022). Consumer Intention to Buy Plant-Based Meat Alternatives: A Cross-Cultural Analysis.

Rosenfeld, D. L. (2022). Promoting plant-based food choices: Findings from a field experiment with over 150,000 consumer decisions. Journal of Environmental Psychology, 81(2).

Rosenfeld, D. L. (2022). Promoting plant-based food choices: Findings from a field experiment with over 150,000 consumer decisions. Journal of Environmental Psychology, 81.

Santo, R. E. (2020). Considering Plant-Based Meat Substitutes and Cell-Based Meats: A Public Health and Food Systems Perspective. Johns Hopkins Bloomberg School of Public Health.

Szejda, K. (2020). Strategies to Accelerate Consumer Adoption of Plant-Based Meat. The Good Food Institute.

Szenderák, J. (2022). Consumer Acceptance of Plant-Based Meat Substitutes: A Narrative Review. MDPI.

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