代替肉だいたいにくの普及ふきゅうには『よだれを引ひき出だす商品しょうひんコンセプト』が必要ひつようと研究けんきゅうをもとに結論けつろんづけた

Alternative meats are currently more strongly associated with being healthy foods than with ethical aspects such as reducing carbon emissions or animal welfare.

However, the research group led by Associate Professor Takumi Kato from Meiji Universitys School of Commerce believed that promoting alternative meat solely on the basis of health benefits would be difficult. They developed a new product concept designed to make consumers mouths water and demonstrated its effectiveness.

According to the research team, environmental awareness among consumers is increasing in Japan, which is reflected in their attitude of considering ethical rationality in their own purchasing behavior.

However, in reality, even if consumers fully understand the importance of ethical products, they do not prefer products that lower their own value.

Altruistic motives, such as morality or social significance, cannot win against selfish motives.

I understand that these products are environmentally friendly and dont involve killing animals, but honestly, no one wants to force themselves to eat expensive and tasteless food.

The research team pointed out that Japans food industry does not understand consumers desire to eat until they are full when choosing menu items at burger shops.

Therefore, even for ethical products, they proposed a value design that appeals to selfish motivations, stimulated consumers appetite, hypothesized that the concept of alternative meat products that are low in calories and fat, can be eaten in large quantities, and provide a sense of fullness increases their appeal, and conducted verification experiments to test this hypothesis.

The experiment is an online randomized controlled trial involving 1,000 participants aged 20 to 60.

In addition to the control group that did nothing for comparison, participants were divided into five groups. Each group focused on one of the following: environmental concerns, animal welfare, health, or satiety. Each group was introduced to the corresponding product concept, after which the attractiveness of the alternative meat burger was measured.

As expected, it was found that the concept of “feeling full” is the most appealing aspect of alternative meat burgers.

This product is advertised as made only from vegetables and grains, so its low in calories and fat, and you can eat a lot without worrying.

The research team emphasizes that the true ethical value of a product is only realized when it becomes widely adopted.

Even if a product is ethical, it cannot avoid a battle of words in order to be chosen by consumers.