Italian consumer behaviour towards plant-based meat

Abstract

In recent years, food sector and consumers’ behaviour towards food has changed significantly due to sustainability. The Global Risks Report 2020 classifies food crises as one of the main societal problems, which is strongly interconnected with water crises, extreme weather, climate action failure and other risks. Strong sustainable innovations are needed and that is why plant-based meat alternatives were invented. But the environmental concerns are not the only driving forces, there are also concerns associated to human health and animal welfare. Plant-based meat refers to products made from plant materials that are designed to mimic meat in every way, from taste, texture, smell, and appearance. Plant-based meat can be healthier and vastly more sustainable than conventional meat. But the main question is: Are the consumers able to switch from traditional meat to plant-based meat?

This thesis aims to understand the Italian consumer behaviour towards plant-based meat and which are the driving factors and the barriers that influence the Italian consumers when it comes to consume these specific products. In order to do this, it will be distributed a survey based on the Attitude-Behavior-Context (ABC) Model that will take into consideration both rational perspectives and habits of consumers. A specific focus will be put on the resistance to change aspect using the Oreg scale to understand how strong or weak is the general predisposition to change of Italians. In addition, the Self Reported Habit index (SRHI) will be used to analyse how strong is the habit of consuming and buying traditional meat. As a conclusion, on the basis of survey results and on the basis of Habit Discontinuity Hypothesis, it will be given some advices and suggestions to companies that are planning to enter the Italian market with plant-based meat alternative products.