Browsing by Author "Luhtala, Eve"

This master's thesis investigated consumers' insights on sustainability, animal welfare, and nutrition-related qualities to increase the attractiveness of red meat. The study focused on Finnish young adult (18 to 35-year-old) flexitarians, who have reduced their red meat consumption and incorporated plant-based proteins into their diets. This study conducted a quantitative analysis through a questionnaire (n=588) and explored consumer dietary behavior, trust in labeling, social pressure, and opinions regarding rational and value-based quality factors through willingness to buy and pay. For Finnish young adult flexitarians, environmental, ethical, and nutritional factors emerge as the most influential aspects when changing dietary behaviors. The effect of social pressure is only mild, but flexitarians do exhibit greater bad conscience for red meat consumption. Domesticity is recognized as an important quality attribute for all respondents in this study. In contrast to other meat-eating consumers, flexitarians perceive plant proteins as healthier alternatives to red meat but still acknowledge its nutritional benefits. Most consumers, especially flexitarians, value ethical production and express willingness to pay more for meat with good animal welfare. Consumers' trust in company-provided sustainability and health-related information about their products is found to be lower than with general packaging information. The study proposes solutions related to carbon footprint and animal welfare labeling among others and emphasizes the significance of objective information and transparency. This master's thesis aids in understanding the quality factors necessary to maintain consumer acceptance of red meat and sheds light on the key drivers prompting consumers to adopt a more plant-based diet. The research guides companies and the meat industry on how to enhance their practices and bolster the attractiveness of red meat for future consumers.