Ready meals that look hot increase consumer’s willingness to pay for plant-based options
This study investigates consumers’ perception of plant-based and meat-based ready meals, focusing on ratings of tastiness, freshness, healthiness, and willingness to pay (WTP). Our findings reveal that plant-based ready meals are perceived as looking less tasty, and consumers exhibit a decreased WTP...
| Main Authors: | , , |
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| Format: | Journal article |
| Language: | English |
| Published: |
Elsevier
2024
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