Importance of additional information, as a complement to information coming from packaging, to promote meat substitutes: A case study on a sausage based on vegetable proteins

Scientific literature has shown that a partial replacement of meat-based foods with plant-based would be beneficial for public health and the environment. However, both lack sensory attractiveness consumer awareness regarding benefits rebalancing diets in favor plant protein partially explain low market shares meat alternatives. In context possible substitution product (pork-based sausage) by visually very close counterpart based on vegetable proteins, objective this work was to study possibility changing preferences towards gradually providing information concerning or environmental consequences producing consuming types products. We studied consumers’ after blind tasting, tasting presence packaging, dissemination two stages information. The assessment carried out using purchase (PP) willingness pay (WTP). After PP were clearly oriented product. packaging information, gap between products narrowed, but still turned first informative message about either environment not enough modify consumers' WTP. Adding second led an equivalence terms WTP PP. combination environmentally messages also made it obtain products, pork This suggests impact additional depends disseminated. Overall, these results militate presenting consumption protein-based