What about alternative meat? The effect of neophobia and negative affect on the intention to buy meat substitutes

Caio Pedrinho da Silva; Elder Semprebon; Germano Glufke Reis

doi:10.5585/remark.v21i4.20166

Authors

Caio Pedrinho da Silva Federal University of Paraná (UFPR) http://orcid.org/0000-0002-4214-8527
Elder Semprebon Federal University of Paraná (UFPR) https://orcid.org/0000-0002-9201-3751
Germano Glufke Reis Federal University of Paraná (UFPR) https://orcid.org/0000-0001-8884-5734

DOI:

https://doi.org/10.5585/remark.v21i4.20166

Keywords:

Negative affect, Cultured meat, Insect-based meat, Plant-based meat, Neophobia

Abstract

Objectives: Assess the consumer's low intention to purchase meat substitutes (cultivated meat, plant-based meat, and insect-based meat) compared to conventional meat, considering negative affect as an explanation mechanism and neophobia as an intensifier.

Methods: To achieve the objective proposed, we carried out an experimental study to understand the relationships between conventional meat substitutes (cultivated meat, plant and insect-based meat) and the purchase intention, the mediating effect of negative affect (aversion, danger, and disgust) and the moderating effect of neophobia.

Originality/Relevance: Little is known about the low acceptance of conventional meat substitutes; therefore, this study presents a unique explanation mechanism for this fact, as well as an intensification moderator.

Results: Negative affect explains the low intention to buy insect-based meat, and high levels of neophobia are a moderator only in the direct relationship for all meat substitutes.

Theoretical/Methodological contributions: The results contribute to understanding the influence of negative affect as a mechanism to explain the low intention to buy meat substitutes compared to conventional meat, the role of the neophobia trait in this context, and the comparisons between types of meat.

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Author Biographies

Caio Pedrinho da Silva, Federal University of Paraná (UFPR)

Master in Business Administration

Elder Semprebon, Federal University of Paraná (UFPR)

Phd in Business Administration

Germano Glufke Reis, Federal University of Paraná (UFPR)

Phd in Business Administration

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