Low-income consumers' perceptions of plant-based meat alternatives: A Central Location Test

Abstract

Substantial evidence supports the need to reduce red- and processed meat consumption in developed countries, especially among low-income households. One promising strategy to reduce meat consumption involves encouraging the substitution of conventional meat products with plant-based alternatives—an approach that often faces challenges due to low consumer acceptance. The present study performed a Central Location Test, involving 209 participants who tasted in blind and informed conditions three similar products: conventional meatballs, meatballs replicating meat, and meatballs with visible vegetables and legumes. Results reveal that conventional meat continues to be the preferred option; however, product perceptions undergo a shift once consumers are provided with information, with the direction of change varying depending on the type of product. Findings highlighting the necessity for targeted strategies tailored to diverse segments of low-income consumers.