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Navigating Consumer Acceptance of Hybrid Meat Products: Barriers, Drivers, and Strategies for Promoting Sustainable Protein Transitions in Dutch Retail

Haas, Zoë (2025) Navigating Consumer Acceptance of Hybrid Meat Products: Barriers, Drivers, and Strategies for Promoting Sustainable Protein Transitions in Dutch Retail.

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Abstract:This thesis explores consumer willingness to try hybrid meat—products that blend conventional meat with plant-based components—as a transitional solution in sustainable food systems. Drawing on theories of consumer behaviour and sustainable innovation adoption, the study investigates the influence of five predictors: sensory expectations, sustainability beliefs, health perceptions, price sensitivity, and social influence. A quantitative survey (N = 152) was conducted among Dutch consumers, and the data were analysed using correlation analysis and multiple linear regression. The results show that sensory expectations, sustainability beliefs, health perceptions, and price sensitivity significantly predict willingness to try hybrid meat, with sensory and price emerging as the strongest factors. Social influence, in contrast, was not a significant predictor. The findings suggest that individual product-related beliefs play a more central role in shaping intent than external social cues. This study contributes to understanding the drivers of early adoption for hybrid meat and provides insights for marketers and policymakers aiming to promote sustainable protein alternatives.
Item Type:Essay (Master)
Clients:
Van Loon Group, Oudewater, NL
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:01 general works
Programme:Business Administration MSc (60644)
Link to this item:https://purl.utwente.nl/essays/106502
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