Plant-Based Meat Alternatives: Motivational Adoption Barriers and Solutions

Abstract

Meat consumption is increasingly being seen as unsustainable. However, plant-based meat alternatives (PBMA) are not widely accepted yet. PBMA aim to imitate the experience of eating meat by mimicking animal meat in its sensory characteristics such as taste, texture, or aesthetic appearance. This narrative review explores the motivational barriers to adopting PBMA while focusing on food neophobia, social norms and rituals, as well as conflicting eating goals that prevent consumers from switching to a plant-based diet. Based on the key characteristics of these motivational barriers, which are informed by research findings in consumer psychology and marketing, solutions are discussed that can help counter the barriers.

Plant-Based Diets Are Not Enough? Understanding the Consumption of Plant-Based Meat Alternatives Along Ultra-processed Foods in Different Dietary Patterns in Germany

“…Concerning meat alternatives, this is consistent with other studies in which moderate meat-eaters who are willing to substitute meat were not found to have increased consumption of meat alternatives ( 65 , 66 ). Sensory or health reasons are often cited in this regard ( 80 , 81 ). In general, studies looking at motivations, promoters, and/or barriers to meat reduction indicate that egoistic factors such as taste, health, and nutrition motivate meat reduction more often than prosocial/ethical factors ( 82 – 84 ).…”

Data_Sheet_1.docx

“…Concerning meat alternatives, this is consistent with other studies in which moderate meateaters who are willing to substitute meat were not found to have increased consumption of meat alternatives (65,66). Sensory or health reasons are often cited in this regard (80,81). In general, studies looking at motivations, promoters, and/or barriers to meat reduction indicate that egoistic factors such as taste, health, and nutrition motivate meat reduction more often than prosocial/ethical factors (82)(83)(84).…”

Plant-Based Only: Investigating Consumers’ Sensory Perception, Motivation, and Knowledge of Different Plant-Based Alternative Products on the Market

“…Previous studies suggest that people who completely avoid eating animal products tend to be more ethically motivated than people who partially avoid eating animal products; this is true for vegans more so than vegetarians [ 96 , 97 , 98 , 99 , 100 ], and flexitarians more closely resemble traditional meat consumers than vegetarians and vegans in terms of their motivations related to animals and the environment [ 90 , 101 , 102 , 103 ]. A major reason that prevents meat eaters and flexitarians from eating a plant-based diet or PBAPs is their preference for the taste of meat [ 104 , 105 ].…”