Analysis of Consumer Behavior Towards Plant- Based Meat and Dairy Alternatives Market in Sweden

Abstract: In recent years the subject of plant-based alternatives to conventional animal products has gained a lot of attention. Combining existing research with our own quantitative analysis, we are exploring what the driving factors and the barriers are, which influence Swedish consumers when it comes to consuming these specific products. In order to do this, we make use of the Theory of Reasoned Action model. The most important criteria for Swedish consumers when choosing their foods are their health and the environment, but also the taste, the traditions attached to certain foods and how their entourage influences them. The importance of our study is confirmed by the fact that first of all, the subject is quite new, most similar papers have been written in the last ten years, and not much has been written on the consumer behavior towards these products in Sweden. Moreover the study combines the existing TRA model with some new approaches to investigate the problem of acceptance of plant-based alternatives. This resolves some of the criticism that has been expressed against the standard TRA model. In our conclusion we are then able to give some advise to companies in the plant-based replacements food sector for the future.