IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-05290882.html
   My bibliography  Save this paper

Not on my plate! Challenges to promote meat substitutes

Author

Listed:
  • Henrik Andersson

    (TSE-R - TSE-R Toulouse School of Economics – Recherche - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement)

  • Benjamin Ouvrard

    (GAEL - Laboratoire d'Economie Appliquée de Grenoble - CNRS - Centre National de la Recherche Scientifique - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement - UGA - Université Grenoble Alpes - Grenoble INP - Institut polytechnique de Grenoble - Grenoble Institute of Technology - UGA - Université Grenoble Alpes)

Abstract

We implement an online survey on a sample of 1,088 French respondents to assess their willingness-to-pay (WTP) for meat substitutes and to test the effectiveness of informational treatments aimed at encouraging a switch to these substitutes. Using insights from the mental accounting theory, our treatments inform respondents about the carbon content of the different alternatives. We show that there is no significant difference in the WTP between the veggie and meat-like alternatives, both exceeding the WTP for cultured meat. Second, we detect weak and heterogeneous effects of our informational treatments. Third, our study emphasizes the need for careful consideration in study design, as certain results suggest that respondents' choices may not exhibit behavioral consistency with the independence of irrelevant alternatives principle.

Suggested Citation

  • Henrik Andersson & Benjamin Ouvrard, 2026. "Not on my plate! Challenges to promote meat substitutes," Post-Print hal-05290882, HAL.
    • Handle: RePEc:hal:journl:hal-05290882
    DOI: 10.1016/j.ecolecon.2025.108795
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Keywords

    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-05290882. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.