ヴィーガン卵に挑戦するコードを解読（Cracking the Code to Trying Vegan Eggs）

2025-07-22 イリノイ大学アーバナ・シャンペーン校

イリノイ大学とパデュー大学の研究により、植物由来の「ヴィーガン卵」への消費者意識が調査された。ビネット法による実験で、家庭・レストランでの提供場面や調理方法（スクランブル、パンケーキ等）を提示した結果、なじみのある料理に混ぜて使用する形が最も購買意欲を高めると判明。環境負荷や動物福祉の観点から好意的に受け止められた一方で、味や見た目への懸念もあった。過去に試食経験がある人は再購入意欲が高く、導入時は「混ぜる形」が効果的と示唆された。

＜関連情報＞

植物性卵に対する消費者の認識と購買行動：ヴィネット実験 Consumer Perceptions and Purchase Behavior Towards Plant-Based Eggs: A Vignette Experiment

Da Eun Kim andBrenna Ellison
Foods Published: 14 May 2025
DOI:https://doi.org/10.3390/foods14101742

Abstract

The plant-based eggs category is growing rapidly; however, there is limited research on consumer behavior towards plant-based eggs. We explore consumer perceptions and investigate factors affecting the likelihood of purchase for plant-based eggs by using experimental vignettes. Using data from a nationally representative sample of U.S. consumers, we find that traditional eggs were rated more favorably than plant-based eggs, though plant-based eggs were perceived more favorably on environmental impact and animal welfare for food-related attributes and on total fat and cholesterol for nutrition components. Additionally, consumers were more likely to purchase plant-based eggs at lower prices and when served as an ingredient to a main dish (pancakes) rather than on their own (scrambled eggs).