How much does it take? Willingness to switch to meat substitutes

Meat production and consumption have several negative environmental externalities health impacts. Using a stated preference survey, this study identifies main barriers to drivers of switching the following meat substitutes: plant-based veggie burger, meat-like lab burger. About third those who prefer would consider substitute if price were two-thirds or less option. However, almost half respondents not choose burger even they get it for free. Male individuals without university education older than 30 years show stronger resistance hamburgers, in particular is that neither looks nor tastes like meat. Environmental consciousness being familiar with are correlated willingness substitute. Older likely substitutes compared younger individuals. We also find taste prominent barrier people meat, indicating there room improvements different substitutes.