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<p>Despite the growing interest in non-animal-based protein sources, little is known about consumer preferences for new meat alternatives. This study examines consumer attitudes toward canned ham made from domestic Handon pork, lab-grown, and plantbased protein. Using choice experiment data from a nationwide online survey of 1,000 South Korean consumers, the results of a random parameter logit analysis indicate that the consumers have the highest mean willingness-to-pay for canned ham made from Handon pork and the lowest mean willingness-to-pay for lab-grown canned ham. Despite the growing interest in non-animal-based protein sources, consumers prefer real meat over other meat alternatives. Additionally, the results indicate that consumers have a lower level of subjective knowledge regarding meat alternatives, and more people oppose having meat alternatives labeled as “meat.”</p>

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Consumer Preferences for Conventional Meat and Meat Alternatives

  • 期刊论文

  • 出版模式：

    开放获取

  • 发表日期：

    2025年7月1日

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  • Jae Bong Chang

摘要

Despite the growing interest in non-animal-based protein sources, little is known about consumer preferences for new meat alternatives. This study examines consumer attitudes toward canned ham made from domestic Handon pork, lab-grown, and plantbased protein. Using choice experiment data from a nationwide online survey of 1,000 South Korean consumers, the results of a random parameter logit analysis indicate that the consumers have the highest mean willingness-to-pay for canned ham made from Handon pork and the lowest mean willingness-to-pay for lab-grown canned ham. Despite the growing interest in non-animal-based protein sources, consumers prefer real meat over other meat alternatives. Additionally, the results indicate that consumers have a lower level of subjective knowledge regarding meat alternatives, and more people oppose having meat alternatives labeled as “meat.”