Not on my plate! Challenges to promote meat substitutes

Henrik Andersson and Benjamin Ouvrard ()
Additional contact information
Henrik Andersson: TSE-R - TSE-R Toulouse School of Economics – Recherche - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement
Benjamin Ouvrard: GAEL - Laboratoire d'Economie Appliquée de Grenoble - CNRS - Centre National de la Recherche Scientifique - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement - UGA - Université Grenoble Alpes - Grenoble INP - Institut polytechnique de Grenoble - Grenoble Institute of Technology - UGA - Université Grenoble Alpes

Post-Print from HAL

Abstract: We implement an online survey on a sample of 1,088 French respondents to assess their willingness-to-pay (WTP) for meat substitutes and to test the effectiveness of informational treatments aimed at encouraging a switch to these substitutes. Using insights from the mental accounting theory, our treatments inform respondents about the carbon content of the different alternatives. We show that there is no significant difference in the WTP between the veggie and meat-like alternatives, both exceeding the WTP for cultured meat. Second, we detect weak and heterogeneous effects of our informational treatments. Third, our study emphasizes the need for careful consideration in study design, as certain results suggest that respondents' choices may not exhibit behavioral consistency with the independence of irrelevant alternatives principle.

Keywords: Externalities; Meat substitutes; Mental accounting; Willingness-to-pay (search for similar items in EconPapers)
Date: 2026-02
References: Add references at CitEc
Citations:

Published in Ecological Economics, 2026, 240, pp.108795. ⟨10.1016/j.ecolecon.2025.108795⟩

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05290882

DOI: 10.1016/j.ecolecon.2025.108795

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().