Beyond Wiener Würstel: Investigating Austrian Consumer Sentiments Towards Meat Alternatives
(R2024-122585)

AUTHORS

Marion Garaus, MODUL University Vienna; Christian Garaus, University of Natural Resources and Life Sciences, Vienna; Sandra Holub, University of Applied Sciences Wiener Neustadt, Campus Wieselburg, Institute of Marketing, Austria

ABSTRACT

Recent research highlights the adverse effects of meat consumption on health and the environment, prompting a shift towards plant-based alternatives. This study investigates Austrian consumer perceptions of meat alternatives using a sample of 880 respondents, revealing challenges in acceptance despite known benefits. Findings from Multiple Correspondence Analyses in three customer segments based on their dietary habits (i.e., avoiders, experimenters, and regulars) indicate strong preferences for traditional meat and prevalent negative perceptions towards alternatives. The study emphasizes the need for targeted communication strategies to promote sustainable dietary shifts and correct misconceptions about meat alternatives.