Multi-country consumer segmentation and profiling on WTP for animal- versus plant-based (meat and dairy) products

A gradual shift from animal-based consumption toward more plant-based diets is crucial for public and planetary health. However, one practical barrier for this protein transition includes the (perceived) financial accessibility of plant-based alternatives, fueling policy debates around strategies such as animal-based taxes versus plant-based subsidies. We further explore this tension by examining whether consumers in a large multi-country sample can be reliably distinguished based on their relative willingness to pay (WTPΔ) for animal- versus plant-based products across meat and dairy categories. We subsequently profiled emergent segments on psychographic characteristics, such as their readiness to reduce animal-based consumption (i.e., behavior change stage).