Browsing by Author "Lopes, Lara Anabela Komarova"
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- Revolutionizing dairy : analysing the drivers of consumer willingness to pay for precision fermentation cheesePublication . Lopes, Lara Anabela Komarova; Rita, MiguelThe global food industry of dairy consumption is undergoing a transformative shift, driven by consumer demand for sustainability and ethical production. Precision fermentation (PF), a biotechnology that produces bioidentical milk proteins without animal farming, offers a compelling alternative to traditional dairy products. This thesis investigates the potential for PF cheese in the German market, focusing on the factors influencing consumer willingness to pay (WTP). Through a mixed-methods approach, combining qualitative interviews and a quantitative survey, the study explores the roles of sensory appeal, ethical values, environmental benefits, and transparency in shaping consumer perceptions. Findings reveal that sensory attributes, particularly taste and texture, are critical to consumer acceptance, yet must be complemented by clear communication of PF’s sustainability and ethical advantages. Environmental concerns, including reduced greenhouse gas emissions, resonate strongly with German consumers, as do ethical considerations tied to animal welfare. Transparency about production processes emerges as pivotal for trust-building, especially given concerns surrounding genetic modification. This study not only advances academic understanding of consumer behaviour but also provides actionable insights for industry stakeholders seeking to navigate the evolving food landscape.