Scandinavian Working Papers in Economics
Working Papers in Economics,
University of Gothenburg, Department of Economics
No 798: How much does it take? Willingness to switch to meat substitutes
Fredrik Carlsson (), Mitesh Kataria () and Elina Lampi ()
Additional contact information
Fredrik Carlsson: Department of Economics, School of Business, Economics and Law, Göteborg University, Postal: P.O. Box 640, SE 40530 GÖTEBORG, Sweden
Mitesh Kataria: Department of Economics, School of Business, Economics and Law, Göteborg University, Postal: P.O. Box 640, SE 40530 GÖTEBORG, Sweden
Elina Lampi: Department of Economics, School of Business, Economics and Law, Göteborg University, Postal: P.O. Box 640, SE 40530 GÖTEBORG, Sweden
Abstract: Meat production and consumption have several negative environmental externalities and health impacts. Using a stated preference survey, this study identifies main barriers to and drivers of switching to the following meat substitutes: a plant-based veggie burger, a meat-like burger, and a lab burger. We find that price matters: given the right monetary incentives, many individuals express a willingness to switch to meatless alternatives. About a third of those who prefer meat would consider switching to a meat substitute if the price were two-thirds or less of the price of the meat option. However, almost half of the respondents would not choose a lab meat burger even if they would get it for free. Male individuals without university education and older than 30 years show a stronger resistance to substitute meat hamburgers, in particular if the substitute is a plant-based veggie burger that neither looks nor tastes like meat. Environmental and health consciousness and being familiar with the substitute are correlated with the willingness to substitute. Older individuals are less familiar with and less likely to choose meat substitutes compared with younger individuals. We also find that taste is a prominent barrier for people who prefer meat, indicating that there is room for improvements in the taste of the different meat substitutes.
Keywords: meat substitutes; stated preferences
28 pages, January 2021
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