Mattsson, Emilia
- Department of Economics, Swedish University of Agricultural Sciences
Abstract
This paper explores Swedish consumers' protein preferences by estimating the willingness‐to‐pay (WTP) for minced meat andplant‐based proteins in pasta sauce from an in‐store experiment (n = 206) and an online discrete choice experiment (n = 517).On average, the WTP was highest for minced meat. The WTP for the plant‐based proteins was rarely statistically and eco-nomically different from the opt‐out option. We found significant preference heterogeneity, especially for the plant‐basedoptions, which suggests that taking individual preferences into consideration could be important for achieving a more sub-stantial shift towards plant‐based proteins. Policy scenarios are investigated by estimating market shares following theimplementation of a meat tax. There is some potential for the meat tax to reduce meat consumption. However, the predictedmarket shares for plant‐based proteins do not substantially increase with the meat tax.
Keywords
discrete choice experiment; legumes; meat tax; Sweden
Published in
Agribusiness
2025
SLU Authors
Edenbrandt, Anna Kristina
- Department of Economics, Swedish University of Agricultural Sciences
- Department of Economics, Swedish University of Agricultural Sciences
Rommel, Jens
- Department of Economics, Swedish University of Agricultural Sciences
- Department of Economics, Swedish University of Agricultural Sciences
Säll, Sarah
- Department of Economics, Swedish University of Agricultural Sciences
- Department of Economics, Swedish University of Agricultural Sciences
UKÄ Subject classification
Business Administration
Economics
Publication identifier
- DOI: https://doi.org/10.1002/agr.70041
Permanent link to this page (URI)
https://res.slu.se/id/publ/143991