The principal motivations for the worldwide trend towards reducing meat consumption are health, the environment and animal welfare. The present study investigated the willingness of omnivores to introduce mixed (beef-vegetable protein) and 100% vegetable protein products into their diet. The participants (n = 251) were young adult omnivores who consumed meat at least once a week. The stimuli were images of six different products representing two beef burgers, two mixed-protein burgers (50% beef and 50% seitan or soy) and two 100% vegetable protein burgers (seitan and soy).
This article analyzes the way in which the convergence of green attributes in multifunctional technological products influences consumers' purchase intentions. Due to the recent growth in convergent products, technology users and consumers must choose among numerous different applications that can be perceived as either utilitarian or hedonic. This article suggests that new products launched on the market include attributes that are connected to sustainability and provide added value to consumers in their process of decision making.
