Consumer Preferences for Conventional Meat and Meat Alternatives

Despite the growing interest in non-animal-based protein sources, little is known about consumer preferences for new meat alternatives. This study examines consumer attitudes toward canned ham made from domestic Handon pork, lab-grown, and plant-based protein. Using choice experiment data from a nationwide online survey of 1,000 South Korean consumers, the results of a random parameter logit analysis indicate that the consumers have the highest mean willingness-to-pay for canned ham made from Handon pork and the lowest mean willingness-to-pay for lab-grown canned ham. Despite the growing interest in non-animal-based protein sources, consumers prefer real meat over other meat alternatives. Additionally, the results indicate that consumers have a lower level of subjective knowledge regarding meat alternatives, and more people oppose having meat alternatives labeled as "meat."