RT info:eu-repo/semantics/article
T1 Understanding key factors influencing consumers’ willingness to try, buy, and pay a price premium for mycoproteins
A1 Dean, David
A1 Rombach, Meike
A1 De Koning, Wim
A1 Vriesekoop, Frank
A1 Satyajaya, Wisnu
A1 Yuliandari, Puspita
A1 Anderson, Martin
A1 Mongondry, Philippe
A1 Urbano López de Meneses, Beatriz
A1 Gómez Luciano, Cristino Alberto
A1 Hao, Wendy
A1 Eastwick, Emma
A1 Achirimbi, Elma
A1 Jiang, Zheng (Virgil)
A1 Boereboom, Anouk
A1 Rashid, Farzana
A1 Khan, Imran
A1 Álvarez Mayorga, Beatriz
A1 De Aguiar, Luis Kluwe
K1 Mycology
K1 Fungi in agriculture
K1 Food - Biotechnology
K1 Alimentos -  Biotecnología
K1 Proteins
K1 Proteínas
K1 Mycoprotein
K1 Micoproteína
K1 PLS-SEM
K1 Preferences
K1 Meat alternatives
K1 Alternativas a la carne
K1 Fungal proteins
K1 Proteínas fúngicas
K1 3309 Tecnología de Los Alimentos
K1 3102 Ingeniería Agrícola
K1 2414.06 Hongos
AB Mycoprotein is a fungal-based meat alternative sold in food retail in various countries around the world. The present study builds on a multi-national sample and uses partial least square structural equation modeling. The proposed conceptual model identified key factors that are driving and inhibiting consumer willingness to try, buy, and pay a price premium for mycoprotein. The results relate to the overall sample of 4088 respondents and to two subsample comparisons based on gender and meat consumption behavior. The results show that the biggest drivers of willingness to consume mycoprotein were healthiness, followed by nutritional benefits, safe to eat, and sustainability. Affordability and taste had mixed results. Willingness to consume mycoprotein was inhibited if nutritional importance was placed on meat and, to a lesser extent, if the taste, texture, and smell of meat were deemed important. Best practice recommendations address issues facing marketing managers in the food industry.
PB MDPI
SN 2072-6643
YR 2022
FD 2022
LK https://uvadoc.uva.es/handle/10324/60851
UL https://uvadoc.uva.es/handle/10324/60851
LA eng
NO Nutrients, 2022, Vol. 14, Nº. 16, 3292
NO Producción Científica
DS UVaDOC
RD 12-sep-2024