Consumer Acceptance of Alternative Proteins: Exploring Determinants of the Consumer Willingness to Buy in Germany

In Western countries, a shift to a diet rich in proteins from diverse sources could aid the transition to more sustainable patterns of protein consumption and production, contribut- ing to meet the future demand for protein from the growing population. The successful integration of alternative proteins into diets hinges, however, on consumer acceptance. De- spite a plethora of acceptance studies on alternative proteins, comparative insights remain limited. To improve the fragmented...