Consumers’ preferences for intrinsic and extrinsic product attributes of plant-based eggs: an exploratory study in the United Kingdom and Italy

Rondoni, A., Millan, E. ORCID: https://orcid.org/0000-0002-2421-2855 and Asioli, D. ORCID: https://orcid.org/0000-0003-2274-8450 (2021) Consumers’ preferences for intrinsic and extrinsic product attributes of plant-based eggs: an exploratory study in the United Kingdom and Italy. British Food Journal, 123 (11). pp. 3704-3725. ISSN 0007-070X doi: 10.1108/BFJ-11-2020-1054

Abstract/Summary

Purpose - Plant-based eggs have recently been developed to provide consumers with a healthier, animal-friendlier, and more sustainable alternative to conventional eggs. The purpose of this paper is to investigate intrinsic and extrinsic attribute preferences for three prototypes of plant-based egg, namely the liquid, powder, and egg-shaped. Design/methodology/approach – Nine focus groups in the United Kingdom and nine in Italy were conducted, with a total of 180 participants. Thematic analysis of results was performed. Findings – In terms of intrinsic product attributes, consumers’ preferences for colour, shape, taste, ingredients, nutrients, method of production and shelf-life for plant-based eggs were revealed. Regarding the extrinsic attributes, preferences for price, packaging, country of origin and product naming emerged. Similarities and differences between consumers from the two countries are also discussed. Differences in preferences emerged also between vegan and non-vegan consumers. Research limitations/implications – This study adds to the existing knowledge on consumers’ preferences for new plant-based food alternatives and identifies future quantitative approaches based on qualitative findings. Practical implications – Results from this study can assist plant-based egg manufacturers in improving their products in line with consumers’ expectations, which may help reducing risk of product failure. Originality/value - This study is the first to investigate consumers’ preferences, expectations, and needs for plant-based eggs and provides information which can be practically applied by manufacturers, as well as suggestions for future research. Keywords: Plant-based eggs; Consumers; Preferences; Focus groups; United Kingdom; Italy.

Item Type	Article
URI	https://reading-pure-test.eprints-hosting.org/id/eprint/97145
Identification Number/DOI	10.1108/BFJ-11-2020-1054
Refereed	Yes
Divisions	Life Sciences > School of Agriculture, Policy and Development > Department of Agri-Food Economics & Marketing Life Sciences > School of Agriculture, Policy and Development Central Services
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