Abstract/Summary

This thesis aims at investigating stakeholder’s perception and consumers’ associations, preferences, and demand for plant-based eggs, which have been developed to provide consumers with a healthier, animal-free, and environmentally friendlier alternative to conventional eggs. In order to achieve the study objectives, five research papers have been developed, which form the five chapters of this thesis. The first is a review of the literature on consumers’ preferences for conventional eggs from the past ten years, showing that consumers are predominantly influenced by intrinsic (e.g., colour, size) and extrinsic product attributes, and particularly by the method of production (e.g., cage, free-range). The second paper explores egg stakeholders’ view on plant-based eggs, as well as the challenges and future development for plant-based eggsfrom the producers. Results show that despite egg stakeholders struggle to offer an alternative to conventional eggs to people who cannot or do not eat eggs (e.g., vegans), they are doubtful that plant-based eggs would have the same nutritional properties and functionalities in cooking than conventional eggs. On the other hand, plant-based egg manufacturers aim to replicate eggs in all its characteristics, in order to offer consumers a product with similar features. In the third manuscript, consumers’ associations with plant-based eggs are investigated. ‘Price’ emerges as the first association that comes to consumers’ mind when plant-based eggs are presented to them, which however has a negative meaning because plant-based eggs are expected to be more expensive than conventional eggs. Next, ‘healthy’, ‘animal welfare’ and ‘sustainability’ are relevant associations which are given a positive meaning. In the fourth paper, consumers’ preferences for intrinsic (e.g., colour, shape, taste) and extrinsic attributes (e.g., price, packaging, country of origin) of plant-based eggs are explored. What emerge is that consumers demand a plant-based egg with similar physical characteristics to conventional eggs, but appreciate it being healthier and more environmentally sustainable. In the last study, the influence of different communication channels (website, social media, and labels) on consumers’ preferences and willingness to pay for plant-based eggs is explored. Results show that free-range eggs were the most preferred egg products, followed by barn eggs, plant-based eggs made with peas, cage eggs and plant-based eggs made with soy. Social media is the most effective channel to communicate plant-based eggs to consumers as it increases their willingness to pay. Overall, the findings emerged from this thesis provide useful insights for plant-based egg manufactures, as well as for policy makers involved in the promotion of healthier and sustainable behaviour.