Consumer Preferences on Plant-based Meat and Low-CO2 Label in Food Service: An Application of Choice Heuristics

This study evaluates consumer preferences for plant-based meat and low-carbon certification labels as greenhouse gas abatement options in the food service sector. We employed an online discrete choice experiment based on random utility theory to collect and analyze data. Traditional conditional and mixed logit models were used to estimate choice models, and marginal willingness-to-pays(WTP) for these attributes were calculated. In addition, the latent class approach was adopted to incorporate choice heuristics into choice models. Our results revealed that, on average, consumers demonstrated a significant WTP for low-carbon certification(KRW 6,253 and KRW 5,026, respectively, from conditional and mixed logit models) when eating hamburger steak, while their WTP for plant-based meat was negative(KRW －3,535 and KRW －3,993). These findings suggest a potential market for low-carbon certified food service options, but a less receptive consumer for plant-based meat alternatives. Additionally, the study highlights the importance of understanding consumer decision-making processes, as preferences varied significantly between decision-making methods. Tailoring marketing and policy strategies to specific consumer segments could enhance the adoption of sustainable food choices.