Consumer Perceptions and Purchase Behavior Towards Plant-Based Eggs: A Vignette Experiment.

The plant-based eggs category is growing rapidly; however, there is limited research on consumer behavior towards plant-based eggs. We explore consumer perceptions and investigate factors affecting the likelihood of purchase for plant-based eggs by using experimental vignettes. Using data from a nationally representative sample of U.S. consumers, we find that traditional eggs were rated more favorably than plant-based eggs, though plant-based eggs were perceived more favorably on environmental impact and animal welfare for food-related attributes and on total fat and cholesterol for nutrition components. Additionally, consumers were more likely to purchase plant-based eggs at lower prices and when served as an ingredient to a main dish (pancakes) rather than on their own (scrambled eggs).