European consumers' valuation for hybrid meat: Does information matter?

This study investigates for the first time how use of different information messages (i.e., health, sensory, and convenience benefits) about hybrid meat shapes British, Spanish, Danish consumers' willingness to pay (WTP) such products. Hybrid meats are products whereby a proportion has been replaced by plant-based proteins. Using choice experiment (CE) involving burgers that vary across four attributes ingredient, fat content, Carbon Trust label, price), our results show consumers generally not yet willing premium new Furthermore, we found consumer valuation strongly depends on type provided characteristics. These findings provide useful guidelines can be used in communicating nature public cross-country context.