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Plant Science Today (PST)

Research Articles

Early Access

Analysis on consumer awareness and preferences on plant-based protein alternatives

DOI
https://doi.org/10.14719/pst.8382
Submitted
19 March 2025
Published
23-07-2025
Versions

Abstract

The consumption behaviour is influenced by rising concerns about environmental sustainability, health and animal welfare. Plant based Protein alternatives are having high nutritional value. hence the knowledge, attitudes and preferences for plant-based proteins among 130 consumers is analysed and presented in the article. The analysis indicated that the awareness of plant-based protein alternatives is high, with word-of-mouth and personal experience being the most common sources of information. Pea protein and nuts were the most prominent alternatives, whereas hemp protein and quinoa were less popular. Factor analysis identified four key determinants of consumer choices: branding and marketing, health and well-being, practicality and ethical concerns - especially regarding animal welfare. increasing accessibility, cost, ethical messaging and marketing methods will increase plant-based protein acceptance and consumption. Limited research exists on consumer perception and market readiness in Indian urban cities compared to developed countries. It is suggested to businesses and policymakers to strategically promote plant-based alternatives by distributing through the public distribution systems, organic product retailers in affordable assortments in the market to attain sustainable development goals.

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