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Is India Ready for Alt-Meat? Preferences and Willingness to Pay for Meat Alternatives

Department of Agricultural Economics, Rural Sociology, and Education, The Pennsylvania State University, University Park, PA 16802, USA
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Sustainability 2020, 12(11), 4377; https://doi.org/10.3390/su12114377
Received: 8 May 2020 / Revised: 22 May 2020 / Accepted: 25 May 2020 / Published: 27 May 2020
(This article belongs to the Special Issue Food Choice and Consumer Preferences)
Little is known about the consumer preferences of next-generation plant-based and cell-based meat alternatives, two food technologies that offer a demand-side solution to the environmental, nutritional, and other societal concerns associated with animal-intensive agriculture. To address this gap, this paper estimates consumers’ willingness to pay for four sources of protein (conventional meat, plant-based meat, cell-based meat, and chickpeas) in a developing country with rising demand for meat—India. A latent class model of a discrete choice experiment conducted in Mumbai identifies four heterogeneous segments in the Indian market. Aggregating across all four segments, respondents are willing to pay a premium for plant-based meat and a smaller premium for cell-based meat over the price of conventional meat. However, our main findings show that these premiums strongly differ across the four consumer-class segments. The results offer important insights into future price points and policy options that might make these meat alternatives commercially successful, and therefore, a viable option in addressing societal concerns. View Full-Text
Keywords: meat alternatives; willingness to pay; India; choice experiment; latent class model; developing countries meat alternatives; willingness to pay; India; choice experiment; latent class model; developing countries
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Arora, R.S.; Brent, D.A.; Jaenicke, E.C. Is India Ready for Alt-Meat? Preferences and Willingness to Pay for Meat Alternatives. Sustainability 2020, 12, 4377.

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