Plant-based food – Purchasing intentions, barriers and drivers among different organic consumer groups in Denmark

Sigrid Denver, Jonas Nordström, Tove Christensen

Research output: Contribution to journalArticlepeer-review


How do we design policies that support a shift in eating habits towards a diet that includes more vegetable-based products and less meat, and in particular red meat? To inform policy, more information is needed about consumers' perceptions of the plant-based protein alternatives that have become available on the market. The present study of 1000 Danish consumers examined oat drink and plant-based mince as substitutes for cows' milk and minced beef. While the popularity of these is increasing, in 2021 70% of Danish consumers had nonetheless never tried using oat drink or plant-based mince. Respondents who stated that they often bought organic food were more likely to associate the plant-based products with benefits as well as being more likely to have tried using the plant-based products. While plant-based products were associated mainly with public good characteristics, it was private good characteristics that explained consumption of the products. Therefore, improving taste – or changing people's expectations about it – and reducing price are ways to reduce barriers to consumption. Initiatives to improve public understanding of the ways in which plant-based and animal-based products differ are also important, as many respondents were somewhat unclear about which characteristics they associated with the two products.

Original languageEnglish
Article number138256
JournalJournal of Cleaner Production
Publication statusPublished - 2023 Sept 20
Externally publishedYes

Bibliographical note

Funding Information:
The research reported in this paper was conducted as part of the project SO-FOOD. SO-FOOD is part of the Organic RDD 6 programme, which is coordinated by International Centre for Research in Organic Food Systems (ICROFS). It has received grants from the Green Growth and Development programme (GUDP) under the Danish Ministry of Environment and Food . Project number: 34009-20-1705 .

Publisher Copyright:
© 2023 The Authors

Subject classification (UKÄ)

  • Economics

Free keywords

  • Consumption
  • Oat drink
  • Organic food
  • Perceptions
  • Plant-based mince
  • Quantitative consumer survey


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