Impact of Information on Soy Meat Demand

Abstract

In recent years, the interest in meat alternatives has been increasing. To investigate the demand for meat alternatives, this study estimated the willingness to pay (WTP) for plant-based (soy) meat through a choice experiment with three different treatments: information on environmental impacts, human health, and no additional information. The results of the mixed logit model estimation showed that the willingness to pay for plant-based meat was equal to that for beef, if taste and non-GMO use were guaranteed. It was also found that the willingness to pay tended to be higher when environmental information was provided.