Exploring key barriers to consumer adoption of meat analogues : meat attachment and cultural identity
Name
1263359377-MIT.pdf
Size
3.11 MB
Format
Adobe PDF
Checksum (MD5)
e87c93e1c99f36fe2656541dc83a06c4
Author(s)
Ortiz-Luis, Lara
(Larisse-Ann Yee)
Advisor(s)
Jason Jay.
Date Issued
2020
Publisher
Massachusetts Institute of Technology
Abstract
The industrial meat production system has large scale environmental impacts from depleting natural resources such as water and land and emitting dangerous greenhouse gases, while negatively affecting human health. The inefficiencies of converting plant matter into animal meat is particularly pronounced for beef. Despite these effects, demand is on the rise across the world. Over the past five years, new companies have produced sophisticated meat analogues in the form of plant-based and cultured proteins with a value proposition of keeping meat's taste and cost while decreasing environmental impact. Barriers in pricing, technology, and distribution are currently top of mind for businesses competing in this new industry. Through a literature review, this paper investigates another crucial barrier to consumer adoption in psychological meat attachment and cultural food identity. I then propose an experimental study to test the hypothesis that a matched identity frame (i.e. masculine framing) could induce higher willingness to substitute a plant-based meat option for a conventional meat option of a given dish.
Description
Thesis: M.B.A., Massachusetts Institute of Technology, Sloan School of Management, May, 2020
Cataloged from the official PDF of thesis.
Includes bibliographical references (pages 56-62).
Subjects
Integrated Design and Management Program.
Sloan School of Management.
MIT Department
Massachusetts Institute of Technology. Integrated Design and Management Program
Sloan School of Management
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