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The decisions we make in our lives have a significant impact on our planet. Our choices and lifestyles greatly influence the demand for natural resources for food, clothing, water, housing, and infrastructure. Unfortunately, this demand is now higher than ever, which is causing harm to our environment. In the food sector specifically, one-third of greenhouse gas emissions come from food systems, and they are responsible for up to 80% of biodiversity loss. Meat production stands out as particularly problematic due to its high costs and environmental impact. As urbanization continues and people's diets change favouring more animal-based proteins, the global meat industry is causing significant harm to the environment and our health. But by adopting sustainable and healthy diets, we can make a big difference in reducing the environmental impact of food production. Governments and businesses play a crucial role in supporting these changes by implementing the right policies, creating the necessary infrastructure, and offering incentives. One important aspect is promoting the consumption of plant-based foods, which has the potential to reduce global greenhouse gas emissions by 40-70% by 2050.
This thesis focuses on understanding how people in Delhi/NCR perceive plant-based meat. The study analyzed the characteristics, preferences, lifestyles, knowledge, attitudes, and willingness to purchase plant-based meat products among 300 respondents. In the study, categorical data was analyzed using univariate analysis, while bivariate analysis was conducted to explore the relationship between the willingness to purchase plant-based meat (the outcome variable) and each of the independent variable. Logistic regression was then performed. The statistical significance level was set at P < 0.05 for the study. The findings provide interesting insights. More than half of the respondents identified themselves as vegetarians, eggetarians, or vegans, showing a growing awareness of dietary choices. Cultural backgrounds strongly influenced food preferences, highlighting the connection between heritage and personal tastes. Participants also showed a good understanding of the environmental impact, animal welfare concerns, and health implications related to their food choices. While many respondents were aware of plant-based meat products, only a small percentage had actually tried them. This presents an opportunity to introduce these alternatives to more people. Factors such as taste, nutrition, and animal welfare influenced the willingness to purchase plant-based meat, while religious reasons had less influence. Encouragingly, most respondents expressed a willingness to pay extra for these products.
These findings highlight the increasing awareness among individuals about the environmental and ethical consequences of their dietary habits. However, further education and awareness campaigns are needed to ensure accurate information reaches everyone, enabling wellinformed decisions about their diets. The research findings will provide valuable insights for policymakers and businesses involved in promoting and educating about plant based meat products. These insights will help stakeholders consider important factors when developing solutions and strategies related to advertising and education in this domain.
Keywords: Plant-Based Meat, Delhi-NCR, Logit Analysis, Univariate Analysis, Bivariate Analysis, Consumer Perception, Meat Alternatives, Meat Analogous.
