Investigating the impact of consumer environmental consciousness on food supply chain: The case of plant-based meat alternatives

With plant-based meat increasing in popularity, this study intends to analyze the challenges of popularizing plant-based meat alternatives (PBMAs) and investigate the incentives to enhance future consumption. We investigate a PBMAs producer's distribution channel selection strategies of direct-sell-to-consumer (DSTC) and indirect-sell-to-consumer (Non-DSTC), as well as the decisions for wholesale price, product eco-friendly level and research and development (R&D) investment on sustainable food products. We first examine global meat consumption trends and the emergence of PBMAs and consumer perceptions. We incorporate game-theoretic models with consumer environmental consciousness (CEC) and producer's investment decisions in a multi-channel food supply chain. Social welfare has been used to explore the effects of CEC and the competition of distribution channels on the food supply chain. Our results show that stakeholders in different channels could adopt a Co-opetition strategy to make the pie bigger. Numerical analysis shows that members of the food supply chain benefit from a higher CEC in both channel settings. This study provides insights for managerial decisions on investment in technological innovation in the food industry in terms of social, environmental and technological aspects.