Understanding Key Factors Influencing Consumers’ Willingness to Try, Buy, and Pay a Price Premium for Mycoproteins

Abstract

Mycoprotein is a fungal-based meat alternative sold in food retail in various countries around the world. The present study builds on a multi-national sample and uses partial least square structural equation modeling. The proposed conceptual model identified key factors that are driving and inhibiting consumer willingness to try, buy, and pay a price premium for mycoprotein. The results relate to the overall sample of 4088 respondents and to two subsample comparisons based on gender and meat consumption behavior. The results show that the biggest drivers of willingness to consume mycoprotein were healthiness, followed by nutritional benefits, safe to eat, and sustainability. Affordability and taste had mixed results. Willingness to consume mycoprotein was inhibited if nutritional importance was placed on meat and, to a lesser extent, if the taste, texture, and smell of meat were deemed important. Best practice recommendations address issues facing marketing managers in the food industry.

The impact of anchor characteristics on consumers’ willingness to pay a premium for food—an empirical study

“…Although a large number of studies have emphasized the role of anchors in consumers’ purchasing behavior, they have not addressed the study of food products ( 60 ). And it is worth exploring whether the external cue of anchors plays a role in food and beverage as a popular area in live streaming ( 61 ). This paper confirms through empirical research that the professionalism and popularity of anchors can have an impact on consumers’ willingness to purchase food products at a premium.…”

What Technological and Economic Elements Must be Addressed to Support the Affordability, Accessibility, and Desirability of Alternative Proteins in Low- and Middle-Income Countries?

“…Consumer acceptance for mycoprotein primarily comes from healthiness, nutritional, and environmental benefits, although some consumers still have concerns about the sensory properties, mainly texture and taste [ 27 , 28 ]. However, continued improvements are leading to increased mycoprotein desirability.…”

“…However, continued improvements are leading to increased mycoprotein desirability. In terms of taste, different natural flavoring additives to mycoproteins can accommodate more consumers from high-income countries (HIC) and LMIC, as some consumers with plant-based diets prefer tastes diverging from traditional meat [ 27 ].…”

Dairy, Plant, and Novel Proteins: Scientific and Technological Aspects

“…Hashempour-Baltork et al [35] documented that their formulated mycoprotein nugget had similar texture attributes (hardness, springiness, cohesiveness, and chewiness) to those of chicken nuggets (p > 0.05). In terms of consumer perception, Dean et al [396] reported that the largest driver of the consumer willingness to consume mycoprotein was healthiness, followed by the nutritional benefits, consumption safety, and sustainability. Chezan et al [397] found that sensory attributes were the most important factor in the acceptance of meat substitutes, while consumers also valued clean-label products.…”