Understanding Key Factors Influencing Consumers’ Willingness to Try, Buy, and Pay a Price Premium for Mycoproteins
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DOI: 10.3390/nu14163292
Abstract: Mycoprotein is a fungal-based meat alternative sold in food retail in various countries around the world. The present study builds on a multi-national sample and uses partial least square structural equation modeling. The proposed conceptual… read more here.
Keywords: try buy; price premium; key factors; willingness try ... See more keywords