Avoiding, experimenting, adopting: a segment-based analysis of Austrian meat alternative consumers

Purpose
The current study aims to understand better Austrian consumers’ barriers to and benefits of meat alternatives while differentiating between consumer segments based on current meat alternatives’ consumption behavior.

Design/methodology/approach
Utilizing a sample representative of the Austrian population (N = 846), the study (1) identifies consumer segments based on their meat alternative consumption and demonstrates significant differences between these segments in terms of demographics and general food attitude, (2) analyzes 2,127 associations – gained through a free association task – with content analysis and multiple correspondence analysis to describe sub-profiles of the consumer segments.

Findings
Three segments (avoiders, experimenters, adopters) are described in demographic data (age, gender, education) and various food-related constructs. The sub-profiles of the three segments are detailed based on the categorized free associations.

Research limitations/implications
The representative sample allows for valid generalizations for the population and guides policymakers on marketers’ communication strategies.

Practical implications
Results allow policymakers and marketers to target different consumer segments (and sub-profiles) with tailored marketing strategies. Knowledge of varying barriers and concerns regarding adopting meat alternatives helps them reduce or eliminate problems and promote a more plant-based diet.

Originality/value
The study is the first to segment Austrian consumers using a mixed-method approach based on their alternative meat consumption behavior. A combination of a free word association task and the quantitative measurement of several food-related constructs provide novel and in-depth insights into consumers’ sentiments toward meat alternatives.