Billie Green salami baguette

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Studies & Numbers

Study Examines the Personal Values That Drive Alt Meat Consumption

A study published in the scientific journal Appetite has examined the personal values that lead consumers to choose meat alternatives. The researchers surveyed consumers in the UK, Germany, Finland, and Sweden. The results show that values focused on the self, such as self-enhancement (which consists of achievement and power) and openness to change, are not associated with consumer interest in meat alternatives. This contradicts the expectations of the study authors, who had hypothesized that cultural associations such as masculinity would resonate with self-enhancement, leading to lower interest in alt meats. Furthermore, the researchers expected that openness to change would lead to greater interest in meat alternatives, but this was found not to be the case. Conversely, values focused on others did influence interest in meat …