Identity labels as an instrument to reduce meat demand and encourage consumption of plant based and cultured meat alternatives in China

Abstract

The rise of meat consumption in China has increased attention on efforts to mitigate the various environmental, health, and animal welfare consequences of animal agriculture. Plant-based products and cultured meat substitutes are emerging as alternatives to meat. Yet, little is known about consumer preferences for these products and approaches to increasing their consumption in the world’s largest consumer market. This study uses a food choice experiment to provide evidence from a survey of 3015 urban Chinese consumers on preferences for plant-based and cultured alternatives relative to a traditional pork product. We test the effectiveness of food identity labels at increasing demand by randomly assigning respondents to treatments that connect the animal welfare, environmental, and health benefits of the product to the purchaser’s identity. Given the prevalence of consumption away from home, we also assess the effects of consumption location on preferences. Results show that traditional tofu products can capture approximately 26% market share, new-generation plant-based alternatives 21%, and cultured pork 11% of the market. Food identity labels effectively reduced demand for traditional pork products while increasing relative demand for plant-based and cultured pork. We did not find significant differences in preferences between at-home and away from home consumption settings. We discuss the potential of plant-based and cultured meat alternatives to reduce the consumption of meat products in China and the use of identity labels as an instrument to achieve government and policy objectives.