Young consumers’ perceptions of and preferences fo

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Alternative meats have the potential to shape a sustainable food system. This study examined young consumers’ perceptions of and preferences for plant-based and cultured meats. Since comparative studies on consumer preferences for alternative meats in different key Asian markets remain insufficient, this study was conducted in Japan and China, both of whom have promising alternative meat markets in Asia. We conducted a discrete choice experiment and co-occurrence networks among 2006 (n = 887 in Japan and n = 1,119 in China) young consumers.

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