European consumers' valuation for hybrid meat: Does information matter?

Asioli, Daniele; Banovic, Marija; Barone, Ada Maria; Grasso, Simona and Nayga Jr., Rodolfo M.. 2022. European consumers' valuation for hybrid meat: Does information matter? Applied Economic Perspectives and Policy, ISSN 2040-5790 [Article] (In Press)

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Abstract or Description

This study investigates for the first time how the use of different information messages (i.e., health, sensory, and convenience benefits) about hybrid meat shapes British, Spanish, and Danish consumers' willingness to pay (WTP) for such products. Hybrid meats are products whereby a proportion of the meat has been replaced by plant-based proteins. Using a choice experiment (CE) involving hybrid burgers that vary across four attributes (i.e., ingredient, fat content, Carbon Trust label, and price), our results show that consumers are generally not yet willing to pay a premium for such new products. Furthermore, we found that consumer valuation for hybrid burgers strongly depends on the type of information provided and consumer characteristics. These findings provide useful guidelines on how information can be used in communicating the nature of the hybrid meats to the public in a cross-country context.

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Identification Number (DOI):

Additional Information:

Funding information: EIT Food, Grant/Award Number: 20206

JEL Classification: Q110 agriculture, Q130 agricultural markets and marketing, Q180 agricultural policy, agribusiness, aggregate supply and demand analysisfood policy, cooperatives, prices


consumer, European countries, hybrid meat, information provision, willingness to pay

Departments, Centres and Research Units:

Institute of Management Studies


28 July 2021Submitted
17 April 2022Accepted
9 May 2022Published Online

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Date Deposited:

23 May 2022 10:40

Last Modified:

23 May 2022 10:40

Peer Reviewed:

Yes, this version has been peer-reviewed.


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