University of Vaasa marketing researchers Roosa-Maaria Malila, PhD researcher, Kyösti Pennanen, Research Director, and Harri Luomala, Professor of Consumer Behaviour at the University of Vaasa, have studied attitudes towards vegetarianism and why meat substitutes still do not make it off the shelf and into the shopping basket.
The consumption of meat and meat substitutes is a highly charged social phenomenon. According to this research, consumers who prefer plant-based alternatives are perceived as socially different – and not in a good way, Malila concludes.
View: https://www.sciencedirect.com/science/article/pii/S0950329324002829?via%3Dihub
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