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BT_MABIALA_Isabelle_2024.pdf
Bachelor thesis

Bridging the perception & reality of plant-based meat in Geneva’s mainstream menus

  • Genève : Haute école de gestion de Genève

117 p.

Bachelor of Science HES-SO in International Business Management: Haute école de gestion de Genève, 2024

English The aim of this study was to bridge the perception and reality of plant-based meat (PBM) in menu offerings in the canton of Geneva and to address three objectives:
• Objective #1: To understand consumers’ motivations for endorsing and consuming plant-based meat.
• Objective #2: To assess consumers’ perceptions and opinions of plant-based meat acceptance in Geneva’s mainstream restaurants.
• Objective #3: To understand and assess Geneva’s mainstream restaurant owners’ considerations and accountability towards the incorporation of plant-based meat in their menu offerings.
An online questionnaire was administered to 80 participants, showing predominantly female students, aged between 18 to 24 years old. Additionally, four semi-structured interviews were conducted with local mainstream restaurants from different cuisine backgrounds: French, Swiss, and Indonesian.
The results showed that curiosity (31%) and environmental concerns (26%) were primary motivators for considering PBM, despite 28% being unwilling to consume it. However, taste (55%) and texture (51%) were identified as major barriers to PBM acceptance. Negative associations with PBM included skepticism and concerns about its health impact. There was moderate optimism about PBM becoming mainstream with most ratings between 3 and 8.
In sum, the study revealed a discrepancy between consumer curiosity and actual PB consumption in Geneva’s restaurants. Although there is some hope for PBM, sensory attractiveness is still a significant obstacle. Consumers show detachment from the current concept of PBM in a restaurant setting in Geneva. Moreover, restaurant owners face challenges in integrating PBM due to low demand and negative sensory perceptions.
This study reinforced existing beliefs about price and sensory attractiveness being major hindrances to widespread adoption of PBM. Interestingly, the findings suggested that familiarity may no longer be a significant obstacle. Finally, the study’s scope was limited by geographical, time and budget constraints, preventing deeper field experiments. Further research on subtle menu nudges and conducting sensory testing of various PBM products is needed to appeal to a larger audience. Nonetheless, the results are a good starting point to replicate a similar study with other novel/unfamiliar foods such as flowers, insects or cultured meat in the restaurant industry.
Language
  • English
Classification
Economics
Notes
  • Haute école de gestion Genève
  • International Business Management
  • hesso:hegge
Persistent URL
https://sonar.rero.ch/hesso/documents/330853
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