Findings
Trust Drivers: Consumers trust meat alternatives due to perceived health benefits, environmental sustainability, and positive media coverage of innovations like cultivated meat.
Distrust Factors: Distrust arises from concerns about supply chain transparency, ingredient sourcing, and high prices of plant-based meats.
Key Takeaway
Transparency and Cost: Transparency in sourcing and production, along with achieving price parity with traditional meat, are crucial for building consumer trust.
Trends
Innovation and Media Influence: Innovations in cultivated meat and positive media portrayals boost consumer trust.
Health and Sustainability Concerns: Consumers are increasingly driven by health benefits and environmental impacts.
Conclusions
Building trust in meat alternatives requires addressing supply chain transparency, obtaining credible certifications, and reducing costs to be competitive with traditional meats.
Implications for Brands
Enhance Transparency: Brands should improve transparency in their supply chains and clearly communicate ingredient sourcing.
Certifications: Obtain credible certifications to assure consumers of product safety and quality.
Cost Reduction: Work towards achieving price parity with traditional meats to make plant-based options more accessible.
Opmerkingen