Epsilon Archive for Student Projects

Abstract

The objective of this study is to investigate consumer demand for tofu as an alternative protein source. A key element of the European Green Deal of 2019 is to stimulate sustainable food consumption. Raising awareness among consumers, providing adequate information to consumers, and understanding preferences of consumers are an important element of a successful food strategy. Plant-based proteins in most cases have lower greenhouse gas emissions than animal proteins and achieving a shift among EU citizens towards more plant-based proteins can be an important building block of a more sustainable food system. Using a convenience sample of 310 consumers from Germany, Italy, and Sweden, I perform an online discrete choice experiment and estimate WTP for tofu attributes. I also test the role of information provision by presenting different information treatments to different participant samples, following a between-subjects design. A change in perceived knowledge is observed after different sets of information are provided to consumers, whereas this change in perceived knowledge does not alter Willingness-to-Pay. Local production and organic cultivation have the highest Willingness-to-pay. Differences between consumer profiles are observed with consumers from Germany, female consumers, and vegetarian consumers displaying a generally higher Willingness-to-Pay. Limitations of the applied sampling methods and hypothetical bias are discussed.