A segmentation of fresh meat shoppers based on revealed preferences

Meat-focused diets are highly debated considering their environmental and health consequences. A change in consumption patterns industrialized countries seems inevitable. To inform marketers policymakers on how to mitigate meat as a means of obtaining sustainability goals, the present study identifies consumer segments based actual purchases fresh cuts using German household scanner data for year 2014. Our revealed-preference approach suggests that pork beef traditionalists convenience-oriented buyers may react financial incentives. Poultry premium red lovers be influenced by targeted labeling quality signals. Overall, low-meat seem less prevalent Germany than commonly portrayed. [EconLit Citations: C38, D12, E21, Q18].