Table 3.
Results following Penalty/Lift analysis for PB food categories in each of the six plant-based (PB) category discriminating clusters (Cluster 2 to Cluster 7), showing emotional and conceptual drivers of willingness to consume (WTC).
|
Prodx
clus |
Product | Cluster | PB categoty | Boring | Dissatisfied | Nervous | Tense | Uninspired | Enthusiastic | Comforting | Easygoing | Energetic | Happy | Inspiring | Adventurous | Classy | Feminine | Passive | Powerful | Pretentious | Sophisticated | Unique | Youthful |
| Milk-2 | 1. Milk | 2 | PB Milk | −0.2 | 0.3 | −0.2 | −0.4 | −0.3 | −0.1 | −0.2 | −0.3 | −0.1 | 0.4 | 0.1 | −0.1 | 0.0 | 0.3 | ||||||
| Cheese-2 | 2. Cheese | 2 | PB Cheese | 0.1 | 0.1 | 0.0 | 0.0 | 0.4 | −0.2 | −0.2 | 0.1 | 0.0 | 0.1 | 0.5 | 0.3 | −0.2 | 0.4 | 0.0 | 0.4 | 0.1 | |||
| Fish-2 | 3. Fish | 2 | PB Fish | 0.0 | −0.2 | 0.1 | −0.3 | −0.2 | −0.2 | 0.0 | 0.4 | 0.2 | −0.1 | 0.6 | 0.3 | 0.5 | 0.2 | 0.0 | 0.0 | 0.0 | −0.1 | −0.2 | |
| Meat-2 | 4. Meat | 2 | PB Meat | −0.2 | −0.2 | −0.2 | −0.1 | 0.0 | 0.0 | 0.1 | 0.0 | 0.1 | −0.1 | 0.3 | −0.1 | 0.1 | −0.2 | 0.1 | 0.1 | 0.0 | 0.3 | 0.0 | |
| Meat33-2 | 5. Meat33 | 2 | PB Meat 33% | −0.3 | 0.8 | 0.4 | 0.5 | −0.3 | 0.0 | 0.0 | 0.0 | −0.5 | −0.5 | 0.1 | −0.5 | −0.2 | 0.3 | −0.4 | 0.0 | −0.1 | 0.5 | ||
| Milk-3 | 1. Milk | 3 | PB Milk | −0.6 | −0.4 | −0.3 | −0.2 | 0.0 | 0.2 | 0.0 | −0.1 | 0.3 | 0.0 | 0.0 | −0.6 | −0.3 | 0.0 | −0.3 | 0.3 | −0.1 | −0.4 | ||
| Cheese-3 | 2. Cheese | 3 | PB Cheese | −0.3 | −0.9 | 0.1 | −0.4 | −0.6 | −0.3 | −0.3 | −0.1 | 0.1 | 0.1 | 0.1 | 0.0 | 0.0 | 0.0 | 0.0 | −0.1 | 0.2 | −0.1 | −0.2 | |
| Fish-3 | 3. Fish | 3 | PB Fish | −0.2 | −0.5 | −0.3 | −0.6 | 0.3 | 0.3 | 0.6 | 0.4 | 0.5 | 0.0 | 0.5 | 0.5 | 0.5 | 0.8 | 0.2 | 0.3 | 0.5 | −0.1 | 0.6 | |
| Meat-3 | 4. Meat | 3 | PB Meat | 0.0 | −0.3 | −0.5 | −0.5 | 0.1 | −0.3 | −0.4 | 0.4 | 0.4 | 0.1 | 0.6 | 0.6 | 0.3 | 0.2 | 0.1 | 0.5 | −0.2 | 0.1 | 0.2 | 0.8 |
| Meat33-3 | 5. Meat33 | 3 | PB Meat 33% | −0.6 | −0.3 | 0.7 | −0.3 | −0.1 | −0.1 | −0.4 | 0.0 | 0.0 | 0.2 | 0.0 | 0.2 | 0.0 | 0.2 | 0.9 | −0.1 | −0.2 | 0.3 | −0.1 | |
| Milk-4 | 1. Milk | 4 | PB Milk | −0.2 | −0.1 | −0.3 | 0.2 | −0.1 | 0.2 | 0.0 | −0.2 | −0.1 | 0.2 | 0.0 | 0.0 | 0.0 | 0.1 | 0.1 | 0.0 | 0.2 | −0.2 | 0.1 | |
| Cheese-4 | 2. Cheese | 4 | PB Cheese | −0.5 | 0.0 | 0.2 | −0.1 | −0.3 | −0.1 | −0.2 | −0.2 | −0.3 | 0.0 | −0.2 | −0.1 | 0.0 | −0.1 | 0.0 | −0.1 | 0.0 | 0.0 | ||
| Fish-4 | 3. Fish | 4 | PB Fish | 0.0 | −0.2 | −0.3 | −0.6 | −0.2 | 0.1 | 0.1 | 0.2 | 0.3 | −0.1 | 0.0 | 0.0 | 0.2 | −0.3 | 0.0 | −0.2 | 0.0 | 0.1 | 0.0 | −0.1 |
| Meat-4 | 4. Meat | 4 | PB Meat | −0.1 | 0.1 | 0.2 | 0.2 | −0.1 | 0.0 | 0.1 | 0.1 | 0.1 | −0.1 | −0.2 | 0.2 | 0.1 | 0.0 | 0.2 | −0.2 | −0.1 | 0.2 | 0.0 | |
| Meat33-4 | 5. Meat33 | 4 | PB Meat 33% | −0.4 | 0.1 | 0.2 | 0.2 | 0.1 | 0.1 | 0.2 | 0.0 | 0.1 | 0.1 | −0.1 | 0.1 | 0.1 | 0.2 | −0.2 | −0.1 | 0.0 | 0.1 | 0.0 | |
| Milk-5 | 1. Milk | 5 | PB Milk | 0.0 | −0.6 | 0.2 | 0.0 | 0.2 | 0.1 | 0.1 | 0.0 | −0.1 | −0.4 | 0.4 | 0.1 | 0.0 | −0.3 | −0.4 | |||||
| Cheese-5 | 2. Cheese | 5 | PB Cheese | −0.2 | −0.5 | −0.2 | −0.6 | 0.9 | 0.2 | 0.1 | 0.8 | 0.4 | 0.0 | 1.2 | 0.6 | 0.4 | 0.2 | 0.2 | 0.4 | 0.1 | 0.0 | ||
| Fish-5 | 3. Fish | 5 | PB Fish | −0.1 | −0.1 | 0.1 | 0.1 | −0.2 | 0.2 | −0.1 | −0.1 | −0.1 | 0.1 | 0.2 | 0.1 | 0.1 | 0.2 | −0.1 | −0.1 | 0.0 | −0.1 | ||
| Meat-5 | 4. Meat | 5 | PB Meat | −0.2 | −0.2 | −0.2 | 0.3 | −0.2 | 0.1 | 0.3 | 0.1 | 0.1 | 0.3 | 0.1 | 0.1 | 0.1 | 0.4 | 0.1 | −0.1 | −0.1 | 0.4 | 0.3 | |
| Meat33-5 | 5. Meat33 | 5 | PB Meat 33% | −0.2 | −0.1 | −0.3 | −0.1 | −0.4 | 0.2 | −0.2 | 0.0 | 0.3 | 0.1 | 0.2 | 0.0 | −0.1 | −0.3 | 0.2 | 0.2 | −0.2 | 0.0 | −0.1 | |
| Milk-6 | 1. Milk | 6 | PB Milk | −0.7 | −0.2 | 0.2 | 0.4 | 0.3 | 0.2 | 0.2 | 0.4 | 0.4 | 0.0 | −0.4 | −0.1 | −0.3 | 0.1 | −0.4 | 0.0 | ||||
| Cheese-6 | 2. Cheese | 6 | PB Cheese | −0.6 | −0.6 | −0.6 | 0.4 | 0.3 | 0.4 | 0.7 | 0.2 | 0.2 | −0.1 | 0.2 | 0.2 | 0.1 | 0.8 | 0.0 | 0.6 | 0.3 | |||
| Fish-6 | 3. Fish | 6 | PB Fish | 0.4 | −0.5 | −0.7 | −0.8 | 0.5 | 0.5 | 0.7 | 0.3 | 0.1 | −0.2 | 0.5 | 0.7 | 0.2 | 0.6 | 0.4 | 0.6 | 0.3 | |||
| Meat-6 | 4. Meat | 6 | PB Meat | −0.4 | 0.2 | 0.2 | 0.3 | 0.1 | 0.1 | 0.1 | 0.1 | 0.1 | −0.1 | −0.4 | −0.6 | −0.4 | 0.5 | −0.5 | −0.3 | −0.3 | −0.5 | ||
| Meat33-6 | 5. Meat33 | 6 | PB Meat 33% | −0.4 | −0.2 | −0.1 | −1.0 | 0.0 | −0.2 | 0.4 | −0.1 | 0.8 | 0.4 | −0.2 | −0.5 | 0.1 | 0.7 | −0.3 | 0.3 | 0.1 | 0.4 | ||
| Milk-7 | 1. Milk | 7 | PB Milk | −0.9 | −0.9 | −0.9 | −0.8 | 0.2 | 0.4 | 0.2 | 0.3 | −0.1 | 0.1 | 0.6 | 0.4 | −0.5 | −0.1 | −0.7 | 0.5 | 0.5 | 0.1 | ||
| Cheese-7 | 2. Cheese | 7 | PB Cheese | −0.5 | −0.6 | −0.2 | −0.2 | −0.5 | 0.0 | 0.3 | −0.1 | 0.1 | 0.1 | −0.1 | 0.0 | 0.1 | 0.1 | −0.1 | 0.1 | 0.0 | −0.3 | 0.1 | |
| Fish-7 | 3. Fish | 7 | PB Fish | 0.1 | 0.2 | 0.1 | 0.1 | 0.2 | 0.3 | 0.1 | 0.4 | 0.6 | 0.5 | 0.2 | 0.2 | 0.4 | 0.4 | −0.1 | −0.3 | 0.5 | 0.3 | 0.0 | 0.6 |
| Meat-7 | 4. Meat | 7 | PB Meat | 0.0 | −0.2 | −0.2 | −0.6 | −0.2 | 0.3 | 0.8 | −0.2 | 0.5 | 0.1 | 0.3 | 0.0 | 0.2 | 0.0 | 0.1 | −0.1 | −0.4 | 0.3 | 0.6 | −0.4 |
| Meat33-7 | 5. Meat33 | 7 | PB Meat 33% | 0.3 | 0.0 | −0.1 | 0.2 | 0.3 | −0.1 | −0.1 | 0.1 | −0.1 | 0.2 | −0.1 | −0.3 | 0.1 | −0.2 | −0.3 | 0.1 |
WTC was measured on a 9-point scale (1 = ’Never or less than once yearly’, 5 = ‘1–3 times per month’, 9 = ‘Once daily or more’). Cell values indicate average WTC change, where red shading used for emotional/conceptual terms with average WTC impact significantly less than zero (p < 0.05) and green shading used for terms with average WTC impact significantly less than zero (p < 0.05). Blank cells indicate that significance testing of change in WTC was not performed due to infrequent term use (<5%) for a focal PB food category. The presentation order for terms is based on grouping as ‘negative valence’, ‘positive valence’ and ‘conceptual’, shown in three blocks from left to right in the figure.