Agnese Rondoni, Elena Millan and Daniele Asioli
Plant-based eggs have recently been developed to provide consumers with a healthier, animal-friendlier and more sustainable alternative to conventional eggs. The purpose of this…
Abstract
Purpose
Plant-based eggs have recently been developed to provide consumers with a healthier, animal-friendlier and more sustainable alternative to conventional eggs. The purpose of this paper is to investigate intrinsic and extrinsic attribute preferences for three prototypes of plant-based egg, namely the liquid, powder and egg-shaped.
Design/methodology/approach
Nine focus groups in the United Kingdom and nine in Italy were conducted, with a total of 180 participants. A thematic analysis of results was conducted.
Findings
In terms of intrinsic product attributes, consumers' preferences for colour, shape, taste, ingredients, nutrients, method of production and shelf-life for plant-based eggs were revealed. Regarding the extrinsic attributes, preferences for price, packaging, country of origin and product naming emerged. Similarities and differences between consumers from the two countries are also discussed. Differences in preferences also emerged between vegan and non-vegan consumers.
Research limitations/implications
This study adds to the existing knowledge on consumers' preferences for new plant-based food alternatives and identifies future quantitative approaches based on qualitative findings.
Practical implications
Results from this study can assist plant-based egg manufacturers in improving their products in line with consumers' expectations, which may help reducing risk of product failure.
Originality/value
This study is the first to investigate consumers' preferences, expectations and needs for new food products like plant-based eggs and provides information that can be practically applied by manufacturers, as well as suggestions for future research.
Details
Keywords
Patrizia Gazzola, Daniele Grechi, Enrica Pavione and Gloria Gilardoni
The role of sustainability is predominant in many aspects of consumer purchasing decisions. Millennials and young people are, in this field, potential players who buy and consume…
Abstract
Purpose
The role of sustainability is predominant in many aspects of consumer purchasing decisions. Millennials and young people are, in this field, potential players who buy and consume wine with ecosustainable decisions but, in the literature, these aspects are analyzed with nonuniform findings. This paper aims to investigate the wine consumption among young people belonging to the millennial generation, Y generation and Z generation considering also the gender.
Design/methodology/approach
This study uses a questionnaire with 2000 respondents. The data are analyzed to understand consumption decisions in the wine sector. This information is analyzed through descriptive and inferential statistics (hypothesis test and multiple regression).
Findings
The results of the paper show a clear propensity to be sustainable of the young generation compared with the elderly, highlighting the role of Millennials. Moreover, considering gender, there is a greater sustainable wine tendency (considering both the environmental and the economic/decisional component) in female compared with male.
Research limitations/implications
This work reflects the Italian reality of the pre-COVID-19 period. Obviously, the pandemic situation and the geographic scenario analyzed could change the results of a second wave of the survey.
Social implications
This study contributes to improve the knowledge concerning the wine consumption habits of Italian young generations.
Originality/value
The paper manages to underline the different aspects of sustainability in the wine purchasing decisions by young consumers by focusing on the considered generations.