Social Media Analysis to Understand the Expected Benefits by Plant-Based Meat Alternatives Consumers

Abstract

The plant-based alternative meat products market has attracted attention in recent years, as the demand for these products has grown worldwide. To meet the needs of this promising market, marketers must pay attention to the expected benefits of consumers and the insights that can be gleaned from comments posted on social media. This article proposed an investigation of the potential of the content analysis of comments posted on the Instagram social network of food companies that manufacture plant-based alternative meat products to understand the expected benefits by end consumers from the perspective of the classic marketing mix variables. The content posted voluntarily by consumers was organized into 13 categories of expected benefits analyzed within a proposal of evidence from the perspective of the marketing mix. The results showed that, among the insights obtained, 63% were related to the place variable, 21% to the product variable, 11% to the price variable, and 5% to the promotion variable. The insights reinforce the notion that marketing mix variables are crucial factors for companies to make products available in the right place, in the right quantity, and at a fair price, in addition to engaging with consumers through social media.

Relationship between Personal Values and Intentions to Purchase Plant-Based Meat Alternatives: Application of the Dual Concern Theory

“…PBMA food marketing teams must extol the advantages of PBMA in various ways and promote it actively by providing information about its positive effects in engaging ways, such as by involving popular figures. Moreira et al [ 67 ] indicated that social media use is effective in maintaining a positive relationship between PBMA manufacturers and consumers. Willett et al [ 3 ] stressed that the government should strongly regulate advertising and marketing for unhealthy and unsustainable foods and provide consumer education on healthy diets that promote the consumers’ health and sustainability of the environment.…”

Leave the Milk for the Calf and Spread the Word: Exploring Factors Determining US Consumers’ Willingness to Try Plant-Based Milk Alternatives and Their Word-of-Mouth Sharing about Plant-Based Milk Alternatives

“…The recent body of literature on plant-based milk alternatives covers various consumer behaviours such as willingness to buy, willingness to pay a price premium, and consumer segments [1,2,[13][14][15], with studies dedicated to consumer attitudes and preferences [16][17][18][19]. Understanding how consumers perceive food and beverages is important for creating new products, diversifying product assortments, meeting the needs of different consumer groups, and generating their loyalty [19][20][21]. In this light, insights into consumers' willingness to try plant-based milk alternatives are as essential as understanding their word-of-mouth sharing.…”

Inspiration or risk? How social media marketing of plant-based meat affects young people’s purchase intention

“…Although previous studies have provided essential evidence on the factors of plant-based meat’ consumption, there is a lack of exploration in specific contexts, mainly in social media marketing ( Qutteinq et al, 2019 ; He et al, 2020 ). Social media marketing is more in line with the habits of young people, significantly improving the interaction between consumers and plant-based meat ( Moreira et al, 2021 ). Specifically, consumers rely on expert opinions, friend recommendations, and advertising on social media to acquire knowledge of plant-based meat and be influenced by them ( Thompson et al, 2016 ).…”