Consumer emotional engagement with plant-based meat alternatives : a thesis presented in partial fulfilment of the requirements for the degree of Doctor of Philosophy in Food Technology at Massey University, Manawatū, New Zealand

Abstract

Plant-based meat alternatives (PBMAs) can support consumers in reducing meat consumption without having to drastically change the way they eat. However, consumer uptake of PBMAs is low highlighting the need for a better understanding of the drivers of PBMA acceptance. The research presented in this thesis aimed to do this by leveraging two innovative techniques in sensory consumer research: measuring emotional response and using digital immersive environments (digital-IEs).

As no emotion lexicon had been published for plant-based patties (PB-patties) or PBMAs in general before this work, an emotional lexicon specific to comparing meat and PB-patties was created. Taking a unique approach, participants were immersed (using digital-IEs) in two relevant burger-eating scenarios to evoke key emotions associated with plant-based patty (PB-patty) consumption in realistic scenarios. Different age and diet groups were included in the lexicon development process to ensure it was inclusive of the range of emotions that could potentially be experienced by end-users. The lexicon included emotions not found in generic lexicons, highlighting the value of a product-specific lexicon for gaining deeper insights. Many emotions were negatively classified, such as ‘deceived’, ‘disappointed’, and ‘anxious’, while others were positively classified, including ‘amazed’ and ‘hopeful’.

The lexicon was applied with meat-eating consumers to emotionally profile a variety of commercially available meat and plant-based patties, alongside measures of liking, sensory attributes, and perceived similarity to a beef patty. Findings revealed that PB-patties closely resembling beef were the most appealing to meat eaters, receiving high liking scores and evoking positive emotional responses, sometimes comparable to those elicited by the beef patty. In contrast, patties that did not mimic meat characteristics were generally disliked and evoked negative emotional responses. These results indicate that PB-patties lacking meat-like characteristics require significant product development to gain acceptance among meat-eating consumers.

The lexicon was also applied to investigate the impact of eating scenarios created using digital-IEs, and accompanying foods, on emotional response, as well as liking, towards plant-based meatball alternatives (PB-meatballs). Serving two PB-meatballs with a well-liked sauce significantly increased both liking and positive emotional response. Additionally, consuming PB-meatballs in an appropriate home environment improved liking for one product and enhanced positive emotional responses toward both. These findings emphasised the importance of considering contextual factors in future research on PBMAs to better understand how they would perform in real-life eating situations.

This research provided an emotion lexicon that researchers and food manufacturers can apply to better understand consumer emotional responses to PBMAs. It identified sensory attributes driving liking and positive emotional responses such as a strong beef flavour and juicy texture, as well as those that drive disliking and negative emotional responses including a beany flavour and pasty/doughy texture, providing a guide for improved PBMA product development. Furthermore, the research demonstrated that consumer acceptance of PBMAs can be improved when served with other meal components and consumed in a contextually appropriate environment, which has implications for how PBMAs are evaluated in the field. Notably, this research showcased the potential of digital-IEs as a tool for gaining insights into consumer responses in settings that are more representative of ‘real-life’ eating scenarios than traditional sensory testing facilities (i.e. sensory booths).