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When consumers say one thing, but they do the other: Segmentation of implicit and explicit attitudes towards meat and plant-based alternatives
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Edité par CCSD -
International audience. Usage and Attitude (U&A) surveys are used to evaluate consumers' behaviors, attitudes, and preferences towards foods. However, these methods alone may not fully capture the complex, and sometimes contradictory, nature of consumer attitudes. This is particularly true for emerging, novel, and unfamiliar foods, where social desirability and established eating habits may significantly influence consumers' responses. Here, indirect measures, such as the Implicit Association Task (IAT), can be used in conjunction with direct measures.We present a statistical approach to explore the relationship between implicit attitudes, and explicit attitudes. This approach was specifically designed to identify consumer clusters that differ in explicit and implicit attitudes, i.e., clusters in which the indirect measure provides new insights into consumers' understanding.170 French consumers completed both an IAT and a U&A questionnaire to assess their implicit and explicit preferences towards meat and plant-based alternatives (PBA), as well as their dietary habits, attitudes, opinions, motives, motivations, and intention to change their eating behavior. The data from both measures were then combined to segment participants based on their explicit and implicit responses, resulting in five clusters that varied in their preferences towards meat and PBA, environmental consciousness, and animal welfare. Notably, one of these clusters, comprising 21% of the respondents, showed a discrepancy between their explicit and implicit attitudes, rejecting meat in the questionnaire but displaying an implicit preference for it. Interestingly, this cluster had a higher proportion of flexitarians who regularly consume PBA, suggesting that the gap between self-reported and implicit attitudes may be associated with changes in eating habits.
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