Same strategies – different categories: An explorative card-sort study of plant-based proteins comparing omnivores, flexitarians, vegetarians and vegans – Study 2



To accelerate the protein transition it is important to understand how different consumer groups perceive and categorise plant-based proteins in comparison to animal-derived proteins. Using a quantitative (card-sort task) technique, we examined how omnivores, flexitarians, vegetarians and vegans categorise plant-based proteins. 81 Dutch participants free-sorted 80 product cards. Demographics and other background variables are administered via a survey.
Date made available5 Oct 2022
PublisherWageningen University & Research
Temporal coverage2022 - 2022
Geographical coverageThe Netherlands


  • card sort
  • vegan
  • Nutrition
  • vegetarian
  • plant-based proteins
  • categorization
  • flexitarian
  • Temporal coverage: 2022

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