Understanding young consumers’ motivations for purchasing plant-based burgers: insights from the means-end chain theory

By applying the means-end chains (MEC) theory, the purpose of this paper is to provide new insights related to the motivations behind consumer purchase intention of plant-based burgers (PBBs). We presented six pictures of PBBs showing the front and back of the product packages to 62 Italian burger consumers and asked them to rank their preferred product of purchase. This stage was followed by a soft laddering interviewing technique (“Why is this element important for you?") to elicit the most important attributes, consequences, and values associated with the selected product. Socio-demographic and attitudinal variables were asked to segment the sample into sub-groups. Our findings showed heterogeneity in the drivers leading consumers to purchase PBBs. Specifically, differences based on individual traits (gender and meat attachment level) and product characteristics (meat-like burgers vs. non-meat-like burgers) were identified. In addition, some similarities across consumer segments emerged, which confirm that both non-sensory attributes (e.g., nutritional information) and expected sensory characteristics (e.g., product appearance) are important elements to the market success of plant-based meat alternatives. Interestingly, environmental motives emerged only for specific consumer groups. Finally, to ensure the market success of PBBs, culinary professionals and marketing strategies should consider different consumer segments based on demographic and attitudinal variables to meet consumers’ specific needs. This study contributes to the literature on consumer motivation to include plant-based products by directly asking consumers to elicit the most important product attributes, consequences, and values linked to such products. Implications for the gastronomy sector and policymakers are provided.