Business strategies for sustainable meat consumption: multistage investigation into profiling environmentally conscious consumer segments

Munish Saini, Gyan Prakash, Reeti Agarwal, Rsha Alghafes and Bhumika Gupta ()
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Munish Saini: NITJ - Dr. B. R. Ambedkar National Institute of Technology Jalandhar
Gyan Prakash: NITJ - Dr. B. R. Ambedkar National Institute of Technology Jalandhar
Reeti Agarwal: Jaipuria Institute of Management [Lucknow]
Rsha Alghafes: Princess Nourah Bint Abdulrahman University
Bhumika Gupta: LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - UEVE - Université d'Évry-Val-d'Essonne - Université Paris-Saclay - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris], IMT-BS - MMS - Département Management, Marketing et Stratégie - TEM - Télécom Ecole de Management - IMT - Institut Mines-Télécom [Paris] - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris]

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Abstract: The market for sustainable meats (SMs) is now in its initial phases of developing into a commercial enterprise. To ensure the success of sustainable alternative meats, it is necessary to have a comprehensive understanding of the consumer motivations, barriers and perceived values associated with these meats. Both the Theory of Consumption Values (TCV) and the Behavioural Reasoning Theory (BRT) were used in this research project to identify and characterise various potential consumer segments that exist within the SMs market. Using the mall intercept technique, data were collected from four different cities. Study 1 comprised 458 participants, whereas Study 2 included 463. Consumers were divided into 6 cluster groups using sequential cluster analysis, considering a variety of consumption values as well as reasons for and against adopting SMs. The findings indicate that the consumers in the different clusters are distinguished by distinct combinations of perceived consumption values and reasons for or against the consumption of SMs. The findings of the study have significant implications for producers, marketers and advocates for sustainable meats, as they can help them build product, marketing and positioning strategies that are specifically targeted to each consumer segment.

Date: 2025-11-16
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Published in Business Strategy and the Environment, inPress, ⟨10.1002/bse.70308⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05372505

DOI: 10.1002/bse.70308

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