Towards Sustainable Eating Habits of Generation Z: Perception of and Willingness to Pay for Plant-Based Meat Alternatives

Within the food sector, there is a growing embrace of meat substitutes as a more sustainable alternative to meat, driven by ethical, environmental, and health considerations. This study aims to explore consumer behavior and willingness to pay (WTP) for plant-based meat alternatives (PBMAs), illustrated by the example of vegan burger patties. The sample of the study ( n = 433) consists of young consumers roughly below 30 years of age, known as Generation Z (Gen Z). The study aims to (1) assess of the importance of PBMA attributes to Gen Z, and (2) approximate Gen Z’s willingness to pay for specific PBMA attribute levels. A choice-based conjoint analysis was used to assess Gen Z’s preferences for meat substitutes. The findings indicate that the most crucial PBMA attribute is origin, followed by price and the primary vegan ingredient. Notably, Gen Z values domestic and EU-sourced products positively, contrasting with the negative perception of third-country imports. Organic production is associated with a positive part-worth utility, whereas the attribute fat content has almost no impact. Consequently, WTP is approximated to be the highest for products of domestic origin compared to the significant discount required for non-EU origin. All other attribute levels have a much lower impact. Despite sociodemographic variables, the respondents’ eating habits (vegan, vegetarian, etc.) most significantly influence the approximation of the importance of some of the PBMA attributes, in particular price and primary ingredient.