Exploring Japanese Consumers’ Motivators Related to Eating Soy Meat

Due to global population growth and economic development in emerging countries, worldwide meat demand is increasing. While, livestock farming poses various problems, alternatives are attracting increasing attention. There signs that soy becoming especially popular Japan, reflecting its long cultural familiarity with soybean-based foods making it a potential model for the promotion of alternatives. This study explored Japanese consumers’ motivators related eating using logistic regression analysis reveal possible key expanding market. The results indicate enhanced food neophilia, environmental consciousness, convenience, sensory appeal lead an increase frequency which eaten. Among these factors, convenience can be managed by companies. Thus, we expect market likely grow if companies promote consumers.