ArticleNutrients2022
Understanding Key Factors Influencing Consumers' Willingness to Try, Buy, and Pay a Price Premium for Mycoproteins.
Article in Nutrients, 2022. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 12 papers.
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Who cites it
12 citing papers in PubMed, 33 citations in OpenAlex.
- Enhancing nutritional value and flavor profiles of whey powder through fungal fermentation withFood science and technology international = Ciencia y tecnologia de los alimentos internacional · 2026Article
- Consumer Acceptability of Animal-Source Food Alternatives: A Literature Review to Support the Transition to Sustainable, Healthy Diets.Current developments in nutrition · 2026Article
- Fungi-based food in the public eye: Terminology, cultivation timelines, sustainability, and nutrition across three EU countries.PloS one · 2026Article
- Fermentation Technologies to Produce and Improve Alternative Protein Sources.Foods (Basel, Switzerland) · 2025Review
- Designing Culturally Acceptable, Nutritious, and Low Environmental Impact Finnish Diets with Mycoprotein: A Novel Optimization Approach.Current developments in nutrition · 2025Article
- Is There a Specific Role for Fungal Protein Within Food Based Dietary Guidelines? A Roundtable Discussion.Nutrition bulletin · 2025Article
- From microbial proteins to cultivated meat for alternative meat-like products: a review on sustainable fermentation approaches.Journal of biological engineering · 2025Article
- Nutritional Quality, Safety and Environmental Benefits of Alternative Protein Sources-An Overview.Nutrients · 2025Review
- Dairy, Plant, and Novel Proteins: Scientific and Technological Aspects.Foods (Basel, Switzerland) · 2024Review
- What Technological and Economic Elements Must be Addressed to Support the Affordability, Accessibility, and Desirability of Alternative Proteins in LMIC?Current developments in nutrition · 2024Article
- The effect of a One Health message intervention on willingness to pay for antibiotic-free animal foods: A randomized controlled trial among Chinese college students.One health (Amsterdam, Netherlands) · 2023Article
- The impact of anchor characteristics on consumers' willingness to pay a premium for food-an empirical study.Frontiers in nutrition · 2023Article
Corrections and comments
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Authors and funding
19 authors at 8 institutions in 7 countries.
Funding
No grant is acknowledged in the PubMed record.
Abstract
Mycoprotein is a fungal-based meat alternative sold in food retail in various countries around the world. The present study builds on a multi-national sample and uses partial least square structural equation modeling. The proposed conceptual model identified key factors that are driving and inhibiting consumer willingness to try, buy, and pay a price premium for mycoprotein. The results relate to the overall sample of 4088 respondents and to two subsample comparisons based on gender and meat consumption behavior. The results show that the biggest drivers of willingness to consume mycoprotein were healthiness, followed by nutritional benefits, safe to eat, and sustainability. Affordability and taste had mixed results. Willingness to consume mycoprotein was inhibited if nutritional importance was placed on meat and, to a lesser extent, if the taste, texture, and smell of meat were deemed important. Best practice recommendations address issues facing marketing managers in the food industry.
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Registered trials
Read under generation 80e0d062 · epoch 390. Bibliography from PubMed, PubMed Central and OpenAlex; grants from NIH RePORTER; trial links from ClinicalTrials.gov; estimates, votes and beliefs from the OpenQuestion graph.