When Tradition Meets Innovation: A Mixed-Methods Investigation of Factors Influencing Chinese Consumers' Purchase Intentions for Meat Substitutes

Abstract Meat consumption has long been a staple in China, but its environmental and social impacts have prompted the development of a market for meat substitutes. However, the question remains whether meat substitutes can coexist with traditional food culture in the context of sustainable developme...
Ausführliche Beschreibung

Abstract Meat consumption has long been a staple in China, but its environmental and social impacts have prompted the development of a market for meat substitutes. However, the question remains whether meat substitutes can coexist with traditional food culture in the context of sustainable development. To address this issue, the researchers used a mixed methods approach to examine the factors influencing Chinese consumers' purchase intentions for meat substitutes. This study conducted an online survey to explore the demographic characteristics of Chinese consumers who are more likely to purchase meat substitutes. The online survey focused on environmental factors such as greenhouse gas emissions (GHGs), animal welfare, energy efficiency, and waste. Differences in the intention to purchase meat substitutes across various groups were compared using a Chi-square test. The results showed that women were more likely to buy meat alternatives for environmental sustainability, over half of the vegetarians were willing to purchase plant-based meat to reduce GHG emissions, and over a quarter of younger respondents were ready to buy cultured meat to minimize waste. Nearly a third of higher-income earners were willing to purchase cultured meat to protect animal welfare. Furthermore, the study conducted in-depth interviews with experts from various industries to explore consumer perceptions of meat alternatives. Text analysis revealed factors that motivate or discourage consumers from purchasing meat alternatives, such as traditional Chinese medicine, food therapy, masculinity, and other socio-cultural factors. The study highlights the complex interplay of cultural, environmental, and social factors that shape Chinese consumers' attitudes toward meat alternatives, providing new insights into the future of sustainable meat. Ausführliche Beschreibung