Young consumers’ perceptions of and preferences for alternative meats: an empirical study in Japan and China

Chinese consumers demonstrated greater familiarity with and had a higher consumption rate of meat alternatives, particularly plant-based options, compared to their Japanese counterparts, yet both groups largely perceived meat alternatives as substitutes for conventional meat, associating them with plant protein, processed products, and health benefits. Japanese respondents, notably, showed an initial preference for cultured meat over conventional meat, and respondents in both countries showed a willingness to pay a premium for “antibiotic-free,” “traceable,” and low-carbon footprint labeling. Consumer preferences were complex and heterogeneous, with distinct responses based on factors like Green Consumer Values (GCV) and Food Neophobia Scale (FNS), and information interventions yielded mixed results, sometimes unexpectedly reducing preferences, which suggests that marketing messages need to be carefully customized, multi-dimensional, and should focus on mimicking the product experience of conventional meat to promote effective dietary shifts.

Source: Frontiers | Young consumers’ perceptions of and preferences for alternative meats: an empirical study in Japan and China