Thanks for your question—forgive my quoting from the paper in response, I understand it’s quite lengthy! To your first question, I don’t think most interpretations of the PTC hypothesis would qualify tempeh as taste-equivalent (although, as I emphasize here, these factors aren’t very well defined).
I’ve included a case study on hot dogs specifically:
the home-goods-retailer-cum-cafeteria Ikea sells plant-based hotdogs that are equally or lower-priced, readily available alongside animal-based hot dogs, and “received a 95 percent approval rating” in taste testing in Sweden (Webber, 2019). In September 2019, Ikea’s plant-based hot dogs composed about 8% of annual hot dog sales globally (Southey, 2019).[4]
My rough guesses on changes over time:
Important alternatives to the PTC hypothesis might consider the role of future consumers rather than present-day consumers, who have been the focus of this paper. Future consumers might experience a large change in social norms or otherwise shift their preferences toward consuming plant-based rather than animal-based meats. This is a common feature of many animal advocacy theories of change (Delon et al., 2022), and advocates will potentially find it difficult to shift social norms in favor of plant-based meat.
Thanks for your question—forgive my quoting from the paper in response, I understand it’s quite lengthy! To your first question, I don’t think most interpretations of the PTC hypothesis would qualify tempeh as taste-equivalent (although, as I emphasize here, these factors aren’t very well defined).
I’ve included a case study on hot dogs specifically:
My rough guesses on changes over time:
Happy to answer follow-ups :)