2023/1/16
How to get people to choose sustainably produced beef?Analysis by consumer type
In recent years, the livestock industry is required to shift to a sustainable production method from the viewpoint of reducing environmental burden and improving animal welfare.On the other hand, in the conversion of production methods, it is necessary to understand how consumers will accept each production method, and to establish the optimal consumer communication to form a market.
Therefore, a research group of Tokyo Institute of Technology and Shinshu University took ground beef as an example this time and used "organic", "animal welfare", "plant substitute", and "cell culture" to replace conventional production methods. We investigated Japanese consumers' preferences and acceptability of the meat produced. We analyzed 4,421 responses, and based on this, we found five consumer types and their characteristics.
Consumer types were categorized into 5 types by latent class analysis: ``Favorite new things'', ``Generous customer'', ``Balance oriented'', ``Price oriented'', and ``Conservative''.Looking at each of these from the evaluation scales of "values," "science and technology literacy," and "socio-demographic attributes," we can see that each consumer type has different characteristics. Measures to increase the acceptability of alternative production methods have come into view.
For example, "new things lovers" see all alternative production methods positively, so they can be early adopters even in the current situation, but "conservatives" see everything negatively, so to some extent The product value should be appealed after the spread progresses. Since "generous customers", "balance-oriented", and "price-oriented" have different ways of perceiving high and low prices, it is advisable to promote cost performance and product effectiveness that are balanced according to price sensitivity.
In this way, by designing effective communication for each consumer type and applying it to marketing practices, it will lead to the promotion of consumer value recognition, which in turn will promote the shift to sustainable production methods. considered to contribute.
Paper information:[Meat Science]Meat the challenge: Segmentation and profiling of Japanese beef mince and its substitutes consumers
