Pro animal-based or pro plant-based? A multi-country consumer segmentation and profiling on willingness to pay for animal- versus plant-based meat and dairy products

• Consumers were segmented on their WTP for animal- versus plant-based products • Across meat and dairy categories, two WTP-based clusters consistently emerged • Pro animal-based cluster was smaller and reported wider price premiums • Pro plant-based cluster was larger and reported narrower price premiums • Clusters differed on psychographics including behavior change stage A gradual shift from animal-based consumption toward more plant-based diets is crucial for public and planetary health. However, one practical barrier for this protein transition includes the (perceived) financial accessibility of plant-based alternatives. We further explore this tension by examining whether consumers in a large multi-country sample can be reliably distinguished based on their relative willingness to pay for animal- versus plant-based products (WTP Δ ) across meat and dairy categories. We subsequently profiled emergent segments on psychographic characteristics, including their readiness to reduce animal-based consumption (i.e., behavior change stage). Participants from the USA (N = 1614), the UK (N = 1664), and the Netherlands (N = 1967) completed an online survey that measured their WTP for animal- and plant-based variants of diverse meat and dairy products. Segments were identified using a k -means algorithm on standardized WTP Δ scores across countries. Consistently among product categories, two clusters emerged: a pro animal-based cluster and a pro plant-based cluster. Pro animal-based consumers (25.2% for meat and 19.8% for dairy) exhibited a higher relative valuation of animal-based products (M WTPΔMeat = 1.35; M WTPΔDairy = 1.64), while pro plant-based consumers (74.8% for meat and 80.2% for dairy) reported a higher WTP for plant-based alternatives (M WTPΔMeat = -0.46; M WTPΔDairy = -0.41). For both categories, the pro animal-based cluster expressed a lower behavior change stage, lower intention to consume plant-based alternatives, greater perceived barriers for reducing animal-based intake, and more older and rurally-situated consumers. Our findings allude to the potential utility of tailoring behavioral interventions to emergent cluster profiles.