Comparative Preferences for Plant-Based Meat Products among Generations X and Y in Davao City using Conjoint Analysis

Eddyn Ross Canoy; Francesca Rhian De Rosas; Freences Mikhaela De Rosas; Karl Francis Pastoriza; Kaith Ira Sisbreño

doi:10.55927/ijbae.v4i3.141

Authors

Eddyn Ross Canoy Ateneo de Davao University
Francesca Rhian De Rosas Ateneo de Davao University
Freences Mikhaela De Rosas Ateneo de Davao University
Karl Francis Pastoriza Ateneo de Davao University
Kaith Ira Sisbreño Ateneo de Davao University

DOI:

https://doi.org/10.55927/ijbae.v4i3.141

Keywords:

Generational Preferences, Plant-Based Meat, Conjoint Analysis, Consumer Behavior, Marketing Strategy

Abstract

This study examines and compares Generations X and Y preferences for plant-based meat products in Davao City using conjoint analysis with the PAPRIKA method. Grounded in Lancaster’s Product Attribute Model and Fishburn’s Utility Theory, it evaluates four key attributes: taste, ingredients, nutritional information, and persuasive information type. Data from 360 participants (180 from each generation) were analyzed using 1000minds software. Findings show Generation X prioritizes taste and nutritional information, valuing health and convenience. Generation Y prefers diverse ingredients and peer reviews, reflecting a focus on balanced diets and social influence. These insights inform product development and marketing strategies, offering a framework for aligning offerings with generational preferences in the plant-based food sector.

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