Plant-based diets are often promoted as healthier and more sustainable and thus as a mechanism to achieve the targets proposed to mitigate climate change and noncommunicable diseases. However, plant-based diets can be perceived as more expensive than the common omnivorous diets, when considering the expensive novel meat substitutes and also the higher costs of fruits and vegetables, whose consumption is perceived to increase. Therefore, the present study assesses the question: Do plant-based consumers spend more on food compared to omnivorous consumers? Based on primary data (n = 1040) collected through an online survey, representative of the Portuguese population, through logistic regressions, it was possible to conclude that plant-based consumers, particularly vegan, are associated with lower food expenditures compared to omnivorous consumers. In fact, plant-based consumers are shown to spend less than all other consumers assessed. Food policies aligning healthiness and sustainability with affordability can deliver a major boost for the promotion of plant-based diets and help achieve the mitigation targets proposed.
Keywords: Consumer behaviour; Food choices; Food economics; Food expenditure; Plant-based consumers; Survey-based analysis.
© The Author(s) 2022.