The Effect of Information Provision and Color Coding in Product Labeling on the Preference for Meat Substitutes

For health, environmental, and animal welfare reasons, an increase in the consumption of meat in our diet is of great concern in today’s society. Meat substitutes have been advocated for a long time as a solution to these problems and are evolving continuously with technological advancements. Despite these efforts, it is remarkable that meat alternatives only account for a small portion of the global meat market. As a result, we examined the factors that affect Flemish consumers’ preferences for meat substitutes in Belgium using a discrete choice experiment. We also examined consumers’ preferences after providing additional information, as well as the impact of color-coding certain attribute levels on their preferences. The study was conducted using a sample size of 162 participants selected via convenience sampling. The findings show that it is important to keep the sensory properties of meat substitutes similar to those of actual meat. The results also indicate that additional information regarding the environmental and health impact of meat consumption can help to promote meat substitutes. The traffic light color coding of the levels of saturated fat and ecofootprint attributes increases the preference for healthy and environmentally friendly alternatives. Finally, we observed that individual-level variations in the utility attributed to meat substitutes are explained significantly by age, gender, education, current diet group, and attitudinal factors. Overall, we can conclude that the promotion of meat substitutes can be achieved via a combined strategy that focuses on improving the taste, appearance, and nutritional profile of meat substitutes, as well as raising consumers’ awareness of the environmental and health impact of meat consumption.