Driving Factors Influencing UK Consumer Behaviour towards Plant-Based Replacements

This report evaluates the driving factors that influence UK consumer’s behaviour in regards with plant based replacements to meat and dairy. It includes a literature review, problem identification, research objectives, research design, data analysis and discussion on findings.

Consumer insight report

CONTENTS
INTRODUCTION......................................................................................................................1
LITERATURE REVIEW...........................................................................................................1
Background.............................................................................................................................1
Definition of meat, vegan, dairy and vegetarian....................................................................1
Reasoned action theory...........................................................................................................2
PROBLEM IDENTIFICATION................................................................................................3
RESEARCH OBJECTIVES......................................................................................................3
Aims and objectives...............................................................................................................3
Research questions.................................................................................................................3
RESEARCH DESIGN...............................................................................................................4
Research paradigm.................................................................................................................4
Research approach..................................................................................................................4
Data collection & analysis technique.....................................................................................4
Sampling technique................................................................................................................5
Limitation of the research.......................................................................................................5
DATA ANALYSIS....................................................................................................................5
Thematic analysis...................................................................................................................5
DISCUSSION ON FINDINGS..................................................................................................6
REFERENCES...........................................................................................................................7
APPENDIX................................................................................................................................8

TABLE OF FIGURES
Figure 1: Model of Theory of reasoned action...........................................................................2

INTRODUCTION
In the recent past, areas such as plant based replacements over conventional animal
products has gained lot of attention. With the rise in the awareness about the healthy food
options and to remain ethical people are moving towards ethical consumer behaviour and
making purchase of vegan or plant based products. Pertaining to this, in the current research
study focus is being on evaluating the driving factors that influence UK consumer’s
behaviour in regards with plant based replacements to meat and dairy (Gaspar, 2016). In this
regards, in the present research work attention is done on one nation that is UK in which
number of vegan as well as vegetarians are growing extra-ordinarily. Many surveys have
showed that in UK most of the people are restricting their dairy as well as meat intake for
healthy purpose.
LITERATURE REVIEW
Background
In the recent time, the all across the world people are coming across with varied
global conflicts such as wars, pandemics, global warming, poverty and economic slowdown.
However, due to the COVID19, lockdowns and restrictions, people have realized the need of
healthy, vegan and environmental friendly concerns while they go out for shopping. Now,
human population is talking more about global warming and paying attention on burning of
fossil fuels. Earlier this issue was always overlooked. As per the report being presented by
United Nations in the year 2019, emission releasing from the cattle rearing was quite more in
comparison with the traffic emission. Many sources were also saying that due to farming of
animals there is around 18 to 35 percent of carbon dioxide emission. Additionally, farming of
cattle is not sustainable anymore due to the fact that around fifty percent of the crops being
planted are being utilized as feed for the animals (Food and Agriculture Organization of the
United Nations, 2016). Moreover, for making room for the plantation and grasses for the
livestock tropical forests are cutting down at tremendous pace. Thus, alternatives are being
required for stopping this descending spiral of devastation of the environment. In this regards,
one easy manner is cutting down of the consumption of animal products by a broad base of
consumer and offering them different meat alternatives or plant based milk by products.
Definition of meat, vegan, dairy and vegetarian
Today, there are many forms of meat as well as dairy substitutes are available such as
plant based processed products which are of same taste and texture of meat. They are also
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immense source of protein as compared to meat. There are soy and wheat based products
such as tofu which are present in multiple flavours. In recent years, there has been growth in
the availability of dairy replacements. There are number of people other than vegan who are
still eating meat, adopting this trend because of health and many other reasons. It includes
replacements such as almond, soy, oats and nut milk, plant based yogurt and cheese and
many more. Moving further, a vegan is known to be a person who avoid consuming any form
of product coming out from animals such as fish, eggs, honey or meat (Andersen and Kuhn,
2014). It also encompasses baked products such as breads, eggs, cheese and yogurts. On the
other hand, vegetarians occurs to be in different types like an individual not eating meat and
fish, individual eating eggs and dairy products.
Reasoned action theory
Fishbein and Ajzen in the year 1975 as presented the idea related to the theory of
reasoned action. The fundamental principle this theory entails is that behaviour intention of
the consumer is closely linked with the behaviour and is being impacted by the subjective
norm and attitude of the person (Aleassa, Pearson and McClurg, 2017). Those two factors are
not dependent to each other and if they both are positive then there is an increment in the
intention of a person to buy a product. This signifies that if attitude of the person and support
in regards with specified product is positive the person will surely going to buy that particular
product.
Figure 1: Model of Theory of reasoned action
(Fishbein and Ajzen, 1975).
Furthermore, the theory of reasoned action has assumed that behaviour intention is the
solidest forecasting variable for actual behaviour and thus, they are equivalent. Moreover,
there are two factors that impacts the intention of the behaviour that is subjective norms and
attitude.
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PROBLEM IDENTIFICATION
In the current time, more and more investment are being done by the companies in
regards with dairy as well as meat replacements. Many big names such as Evan Williams
along with Bill Gates are making investment into start-ups which are emphasizing on copying
the consistency as well flavour of meat. In addition to this, dairy alternatives is existing today
in manifold forms such as soy milk, almond, oats and nut milk. This is very current topic,
however twenty years back there were not many choices (Anomaly, 2015). In the present
time, there are many meat and traditional companies who are searching and focusing on
vegetarian replacements. Though researches in relation with the plan based alternatives is
very few, there have been multiple researches being done in the modern years particularly
due to rising interest of people towards ethical and healthy purchase. There were some
experts who have predicted that until 2050, if the same activity of human will continue, there
will be nothing left in sea. Similarly, tropical forest will be no more left. Thus, the current
research study has approached this issue from the perspectives of marketing and more exactly
from the aspects of consumer behaviour. It will going to investigate about the factors that
compels people to make purchase of plant based product against real meat as well as diary
(Greene-Finestone and et.al, 2018).
RESEARCH OBJECTIVES
Aims and objectives
The main aim of the present research work is to ascertain the driving factors which
influence the UK consumer’s behaviour in regards with plant based replacements to meat and
dairy”. In order to attain the above aim, there will be need of varied small objectives and
these are being described underneath:
 To understand the consumer behaviour theory relevant to the research problem
 To evaluate factors that influence UK consumer’s behaviour towards making
purchase of plant based replacements
 To recommend strategies for reducing meat consumption among the consumer groups
Research questions
The existing investigation effort will going to answer some of the significant research
questions and these are elaborated in the subsequent paragraph:
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 Which consumer behaviour theory is relevant to the research problem?
 What are the factors that influence UK consumer’s behaviour towards making
purchase of plant based replacements?
 Which strategies can support in reducing meat consumption among the consumer
groups?
RESEARCH DESIGN
Research paradigm
Talking in relation with the research paradigm, it is being referred as a value system
as well as possibilities shared amid the researcher about the manner in which the research
issues will be evaluated and comprehended. There are varied kind of research paradigms
available such as pragmatics, post-positivism, positivism and constructivism. It is crucial for
the researcher to select best approach for conducting effective work and study (Saunders,
Lewis and Thornhill, 2015). As far as the present research study is concerned, pragmatic
research paradigm is more accurate to be used. This is mainly because in this study behaviour
of the consumers is being evaluated and it keeps on changing. Furthermore, this pragmatic
strategy also focuses on influence of object of ideas of the researcher.
Research approach
Moving further, towards the research approach, it is defined as a systematic plan
along with procedure for carrying out the study and it is of three types such as deductive,
inductive as well as abduction. When the research work involve development of hypothesis,
it is said to be deductive research approach, however when there is development of research
questions and aims and objectives then it is crucial to implement inductive approach. The
final research approach is abduction which makes use of uncompleted observation and
surprizing facts. After analysing all three research approaches, it can be said that in the
current research work, inductive approach is best suited as it involves development of
research questions, aim and objectives.
Data collection & analysis technique
Concerning the present research work, both primary along with secondary data is
being utilized. Primary information is gathered through seeking help from survey of the
participants and secondary information is collected by exploring different journals, articles,
market research reports and research paper related to consumer behaviour and ethical
consumption (Bajpai, 2016). Survey is being undertaken by seeking help of focused
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interview, wherein certain questions were being asked from the participants pertaining to the
current work. In addition to this, both primary as well secondary data gathered is being
analysed by seeking help from qualitative analysis technique wherein thematic analysis is
utilized for the responses of the participants coming out from survey.
Sampling technique
This is again one of the most important method for carrying out the research work
effectively. For the focus group, 10 consumer were being selected out of which five are males
and five are females. The sample is being selected on the basis of simple random sampling
method (Creswell, 2014.). These respondents were between in the age of 23 to 75 and are
also from varied educational backgrounds. Interview was scheduled and questions were being
asked to them face to face.
Limitation of the research
 The participants being involved in the study was very limited
 The population is also not a representative of UK community and thus, it cannot be
generalized
 Due to limitation of time extensive research cannot be undertaken
DATA ANALYSIS
Thematic analysis
Theme – 1: Aware about the plant based companies meat and dairy alternatives
When the respondents were asked that whether they know about plant based
replacements then almost everyone replied that they are aware and sometimes use products
such as soy and almond milk, yoghurt, cream and cheese of brands such as Vivera, Tofurky,
Gardein etc.
Theme – 2: Consider purchasing plant based meat and dairy replacements
When the participants were asked that if they will get a chance they will switch
towards planed based replacements then most of them responded that yes, they will consider
switching to these alternatives, however instead of eating meat replacements they will more
likely to consume vegetables and other whole foods.
Theme – 3: Habits of purchasing were not changed after knowing that animal faming is
impacting environment
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It was originated from the survey that after understanding that this habit is impacting
the environment, respondents have not changed their habit of purchasing these products,
however they are aware that they have to change their habits in the near future. Further, it
was explored that they prefer buying organic and local food than animal free products.
Theme – 4: Price factor moderately influenced grocery decision
When it was asked that whether price influence their grocery decision, then most of
them revealed that it actually influence their purchase decision moderately. They will
purchase dairy meat and other dairy products as a luxury product and not everyday product.
DISCUSSION ON FINDINGS
Thus, from the above analysis, it can be said that intention of a person strongly
impacts their behaviour. Even the attitude has a positive relationship with the behaviour
intention. If a person consider meat and dairy replacements correct then the probability of
purchasing these products will increase. It was also identified that pricing factor does not
influence the purchase decision of the people. Thus, overall it can be said that attitude,
demographic factors, information and culture were the main factors which influences the
behaviour of the UK consumers regards with plant based replacements. Furthermore, for the
purpose of encouraging consumer to reduce meat consumption it is suggested to the
companies to develop plant based alternatives in such a manner that it impacts the sensory
aspects of the people such as smell appearance and texture. Additionally, price adjustments
needs to be done in these products as most of the consumers are price driven. Other than this,
it should also be ensured that plan based replacements are easily available and quickly to
prepare in order to fit in the habits and social norms of the people (Szejda, Urbanovich and
Wilks, 2020).
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REFERENCES
Books and journals
Aleassa, H., Pearson, J.M. and McClurg, S., 2017 Investigating Software Piracy in Jordan: an
Extension of the Theory of Reasoned Action. Journal of Business Ethics, 98(4),
pp.663-676.
Andersen, K. and Kuhn, K., 2014. Cowspiracy: The Sustainability Secret, documentary.
Pearson publications.
Anomaly, J., 2015. What’s wrong with Factory Farming? Public Health Ethics, 8(3), pp.246–
254.
Bajpai, N., 2016. Business Research Methods. Pearson Education India.
Creswell, J.W., 2014. Research Design: Qualitative, Quantitative, and Mixed Methods
Approaches. London, United Kingdom: SAGE Publications
Fishbein, M. and Ajzen, I., 1975. Belief, Attitude, Intention, and Behaviour: An Introduction
to Theory and Research Reading. MA: Addison-Wesley.
Gaspar, R., 2016. Understanding the Reasons for Behavioural Failure: A Process View of
Psychological Barriers and Constraints to Pro-Ecological Behaviour. Sustainability,
5(7), pp.2960–2975.
Greene-Finestone, L.S., Campbell, M.K., Evers, S.E. and Gutmanis, I.A., 2018. Attitudes and
Health Behaviours of Young Adolescent Omnivores and Vegetarians: A School-Based
Study, Appetite, 51(1), pp.104-110.
Saunders, M., Lewis, P. and Thornhill, A., 2015. Research Methods for Business Students.
6thed. Pearson Education Limited.
Szejda, K., Urbanovich, T. and Wilks, M., 2020. Accelerating consumer adoption of plant-
based meat: An evidence-based guide for effective practice. Five Working Papers.
Washington, DC: The Good Food Institute.
Online references
Food and Agriculture Organization of the United Nations. 2016. Livestock a Major Threat to
the Environment. [Online]. Available through:
<http://www.fao.org/newsroom/en/news/2006/1000448/index.html>. [Accessed on
8thJanuary 2022].
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APPENDIX
Interview questions
1. Do you know some plant-based meat and dairy alternatives? Can you give some brand?
Names.
2. If you get a chance, will you purchase a plant-based meat and dairy replacements?
3. At times when you make your grocery decision, price is an important an issue?
4. How do you think animal farming is harmful to the environment?
5. After having awareness about the environmental problems concerning meat consumption
will you purchase plant based meat and dairy alternative?
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