Exploring Japanese Consumers’ Motivators Related to Eating Soy Meat

Abstract

Due to global population growth and economic development in emerging countries, worldwide meat demand is increasing. While, livestock farming poses various problems, meat alternatives are attracting increasing attention. There are signs that soy meat is becoming especially popular in Japan, reflecting its long cultural familiarity with soybean-based foods and making it a potential model for the promotion of meat alternatives. This study explored Japanese consumers’ motivators related to eating soy meat using logistic regression analysis to reveal a possible key to expanding the market. The results indicate that enhanced food neophilia, environmental consciousness, convenience, and sensory appeal lead to an increase in the frequency with which soy meat is eaten. Among these factors, convenience and sensory appeal can be managed by food companies. Thus, we expect that the market is likely to grow if food companies promote the convenience and sensory appeal of soy meat to Japanese consumers.