Exploring Effective Information Provision to Promote Soybean Meat Sales

Abstract

In this study, consumer evaluations of the ethical aspects of meat substitutes were examined using soybean meat as a case study to determine the attributes of consumers who are likely to be affected by information provision. To measure the benefits of information provision on meat alternatives, including non-utilization value, consumers’ willingness-to-pay (WTP) was determined using the contingent valuation method. As individuals have different knowledge and information processing abilities, a multilevel analysis was conducted to consider the impact of heterogeneity on the interpretation of information. Results revealed that consumers with higher knowledge levels, higher understanding of environmental impact, and higher frequency of purchasing minced meat responded positively to information provision on soybean meat in terms of WTP, whereas consumers who were more averse to novel foods and more concerned about nutrients in conventional meat responded negatively to information provision.