Price Sensitivity and Product Attributes in Consumer Evaluation of Plant-Based Meat Alternative

Abstract

This study examined how price sensitivity and product attributes influence consumer purchase intentions toward plant-based meat alternatives in Cebu province, Philippines. Using a quantitative descriptive-correlational design, data were collected from 124 respondents through a structured questionnaire measuring taste, texture, perceived health benefits, price sensitivity, and purchase intention. Reliability testing confirmed strong internal consistency (Cronbach’s alpha = 0.808). Results showed that consumers are highly price-sensitive (M = 5.07, SD = 0.85), yet purchase intention remains positive (M = 4.82, SD = 0.89), indicating that product quality can mitigate cost concerns. Among product attributes, perceived health benefits (M = 4.95) were rated most important, followed by taste (M = 4.82) and texture (M = 4.67). Correlation analysis revealed a strong relationship between price sensitivity and purchase intention (r = 0.72, p < 0.05) and a very strong relationship between product attributes and purchase intention (r = 0.81, p < 0.05). These findings highlight that while affordability is a decisive factor, sensory satisfaction and nutritional value play a greater role in shaping consumer acceptance. For manufacturers, success requires a dual strategy: competitive pricing alongside continuous innovation in taste, texture, and health attributes. Policymakers and retailers should reinforce these efforts through awareness campaigns that emphasize both nutritional and sensory improvements, thereby reducing cultural resistance and fostering consumer confidence. Ultimately, consumer acceptance in emerging markets depends on balancing affordability with product excellence to achieve deeper market penetration and long-term sustainability.