Differences in Asian Consumers’ Willingness to Purchase Plant-Based Meat and Alternative Protein Products

Abstract

The rapid population growth and excessive consumption of traditional meat resources have led to environmental degradation. Replacing meat consumption with alternative protein products can effectively reduce traditional meat consumption. Some developed countries, such as Singapore and the United Kingdom, have conducted research in this area for many years and achieved some results, with alternative protein products already commercialized. However, active participation from consumers in other countries is still needed. Moreover, alternative protein products cannot be accepted by many consumers in a short period of time. This paper summarizes findings from indicator surveys conducted among consumers in representative countries. It identifies variations in consumption willingness toward alternative protein products among Asian populations and analyzes underlying reasons. Furthermore, it explores technical and ethical challenges that must be addressed before promoting alternative protein products, aiming to provide clear guidance for enterprises regarding the consumption prospects of such products. As environmentally conscious and green consumption concepts gain traction, we believe these obstacles will be expected to be effectively resolved through technological innovation.