What about alternative meat? The effect of neophobia and negative affect on the intention to buy meat substitutes
DOI:
https://doi.org/10.5585/remark.v21i4.20166Palabras clave:
Negative affect, Cultured meat, Insect-based meat, Plant-based meat, NeophobiaResumen
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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Derechos de autor 2022 Brazilian Journal of Marketing - BJM
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