Affiliation:
1. Department of Food Science, University of Massachusetts Amherst, Amherst, MA 01003, USA
Abstract
Plant-based alternatives have a lower environmental impact than animal-derived proteins, but many consumers hesitate to try them. An alternative strategy is partially substituting animal proteins with plant proteins, creating hybrid products with improved characteristics. This study investigates consumer perception of hybrid yogurt using choice-based conjoint analysis (CBC) with five attributes: protein source, protein content, flavor, price, and claims. Results showed protein source was the most significant factor (27.5%), followed by protein content (22.4%), flavor (20.3%), price (16.5%), and claims (13.3%). Dairy and hybrid yogurts had positive utility scores, while plant-based yogurt had a negative score, indicating a preference for dairy and hybrid options.
Funder
University of Massachusetts Amherst
National Institutes of Health
United States Department of Agriculture National Institute of Food and Agriculture and Hatch Act Appropriations
U.S. Department of Agriculture, the Center for Agriculture, Food and the Environment
Food Science Department at the University of Massachusetts Amherst
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