Market Segmentation Based on Consumption Value of Plant-Based Meat Alternatives

Plant-based meat alternatives, which are growing amid environmental and health concerns, are considered to be products that can replace traditional animal meat despite the controversy over whether they are actually eco-friendly or not. Large-scale intensive livestock industries are considered to be the main cause of greenhouse gas emissions, so consumers who are interested in the environment are highly interested in plant-based meat alternatives. Therefore, the purpose of this study is to first identify the factors of consumption value of plant-based meat alternatives consumers, and second, to establish a differentiated marketing strategy by analyzing the characteristics of each segmented market through market segmentation according to consumption value. This study conducted a survey through a structured questionnaire targeting consumers who have purchased plant-based meat alternatives within the last year. During the survey period, a total of 350 questionnaires were distributed, and 282 copies were used for empirical analysis, excluding questionnaires that did not respond after collecting 327 copies (93.4%) and lacked reliability, such as questionnaires that did not have a difference in response by question, and questionnaires that did not respond to demographic questions.