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Beyond classical van Westendorp: Assessing price sensitivity for variants of algae-based meat substitutes

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  • Weinrich, Ramona
  • Gassler, Birgit

Abstract

Food product innovations are characterized by high flop rates. In an early development stage, manifold product formulations seem feasible. To determine the most promising product option, market research can help, but is frequently considered too costly and complex. We assess the applicability of the van Westendorp approach, an inexpensive and simple method, for guiding early product design and pricing decisions for novel foods. Findings from a between-subject experiment for meat substitutes consisting of different shares of micro-algae indicate that micro-algae, while a cost driver, has little effect on price preferences. Implications for novel food product design, market research, and retailing are discussed.

Suggested Citation

  • Weinrich, Ramona & Gassler, Birgit, 2021. "Beyond classical van Westendorp: Assessing price sensitivity for variants of algae-based meat substitutes," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    • Handle: RePEc:eee:joreco:v:63:y:2021:i:c:s096969892100285x
    DOI: 10.1016/j.jretconser.2021.102719
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    References listed on IDEAS

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    7. Wei, Shuqin & Ang, Tyson & Jancenelle, Vivien E., 2018. "Willingness to pay more for green products: The interplay of consumer characteristics and customer participation," Journal of Retailing and Consumer Services, Elsevier, vol. 45(C), pages 230-238.
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    Cited by:

    1. Septianto, Felix & Sung, Billy & Duong, Chien & Conroy, Denise, 2023. "Are two reasons better than one? How natural and ethical appeals influence consumer preferences for clean meat," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    2. D'Souza, Clare, 2022. "Game meats: Consumption values, theory of planned behaviour, and the moderating role of food neophobia/neophiliac behaviour," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    3. Meike Rombach & Xiaomeng Lucock & David L. Dean, 2023. "No Cow? Understanding US Consumer Preferences for Plant-Based over Regular Milk-Based Products," Sustainability, MDPI, vol. 15(14), pages 1-12, July.

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