What factors influence consumers to buy meat substitutes?

Seminar paper from the year 2016 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3, University of Munster, language: English, abstract: What factors influence consumers to buy fake meat products? In this exploratory research the authors aim at identifying a variety of factors that explain why consumers buy fake meat products, which have been on the rise in the past years in Germany. The authors follow a split approach in form of one quantitaive (regression analysis) and one qualitative (means-end chain) study to gain insights.