How do brazilian consumers make the purchase decision for a PLANT-BASED MEAT product?

Abstract

The consumption of animal products has significant negative effects on the environment and on human health. As a result, a reduction in meat consumption is necessary. The transition to plant-based meat alternatives (PBMA) is one of the potential solutions to environmental and health issues that can ensure sustainable consumption and production (SDG 12). The present study identified and analyzed the motivation factors for reducing or eliminating animal protein from consumers' diets, as well as the consumption decision factors for PBMA products through a semi-structured questionnaire and semi-structured interviews. Currently, consumers can choose either exclusively plant-based brands or plant-based line brands from the traditional animal protein industry. The PBMA market is expected to grow in the coming years as the awareness, familiarity, and knowledge of the target audience of this study, which encompasses flexitarians, vegetarians, ovolactovegetarians, and vegans, increases. Companies must focus on the factors that have been driving Brazilian consumers' decision making in consuming PBMA if they want to win over their target market. These factors mainly involve price, healthiness, sensory aspects, and the ultraprocessing.