In particular food service context such as school, hospital, and corporate cafeterias, what makes people choose the plant-based option?
Context and Relevance:
Understanding consumer behavior towards plant-based options in food service contexts like schools, hospitals, and corporate cafeterias is crucial for promoting more sustainable and healthy eating habits. This research project aims to investigate the factors influencing people's choices between plant-based and meat-based options on menus. By conducting experiments using appealing and evocative language to present different types of plant-based dishes alongside meat-based counterparts, the study seeks to uncover effective strategies to increase plant-based food consumption.
Potential Research Approach:
Experimental Design: Design an experiment using a real menu format where participants are presented with different plant-based options:
Parallel Options: Offer a plant-based option (e.g., Beyond Burger) that mimics a traditional meat-based dish (e.g., beef burger).
Different Options: Introduce a plant-based dish (e.g., cashew-based mac and cheese) that differs significantly from traditional meat-based dishes.
Hypothesis Testing: Hypothesize that offering very different plant-based options may attract a broader range of consumers beyond vegans and vegetarians compared to offering parallel options.
Data Collection: Collect data on participant preferences, including factors influencing their choices such as taste perception, health considerations, environmental impact awareness, and novelty appeal.
Analysis and Insights: Analyze the results to understand which strategy (parallel vs. different options) leads to higher uptake of plant-based dishes across different demographic groups.
Recommendations: Based on findings, propose strategies for food service providers to optimize their menu offerings to encourage greater adoption of plant-based foods in various dining settings.
Additional Questions:
How do demographic factors such as age, dietary preferences (e.g., vegan, vegetarian, omnivore), and environmental awareness influence the choice between plant-based and meat-based options?
What are the perceived barriers to choosing plant-based options in food service settings, and how can these barriers be addressed?
What role does the presentation (e.g., menu descriptions, visual appeal) of plant-based options play in consumer decision-making compared to traditional meat-based dishes?