This article reports results from four studies determining the US market potential for plant-based meat alternatives in different contexts and settings. The first study shows that a pair-wise choice between beef and a plant-based alternative was not significantly affected by the presence of nutrition facts panels or ingredient lists. A second study, framed as a food service meal choice, reveals that the introduction of a plant-based burger has roughly the same effect on beef sales as does the presence of a chicken wrap. The final two studies estimate own- and cross-price elasticities of…

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