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.