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This is testable: repackage a meat product to appear as non-meat and make it a lower price, then measure their satisfaction. You also could serve with both packaging and ask for preference.
That would be rather an evil trick to play on vegetarians though.
For sure! If focusing on converting carnivores I would discount existing vegetarians from test pool anyway.
My hypothesis: psychological barriers around “replacement” (or synthetic) meat will prevent significant change to consumer choices regardless of cost or quality improvement.
On the flip side, my coworker who doesn’t like veggie burgers got my Impossible burger while I got her regular burger and she didn’t notice the difference! I haven’t broken the news to her yet...
If you work on assumption that improvement in cost and quality are achievable, there’s still an underlying untested assumption that this would be enough to change consumer behaviour. That assumption seems like a big risk. I would test that first.
How can you know what organisms are in your meal?
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