The impact of social media visual features on acceptance of meat substitute

Abstract

There is a growing demand for meat substitutes among consumers, given that excessive meat consumption is associated with negative consequences for personal health and the environment. However, the market shares of such meat substitutes remain low, thus highlighting the need to further investigate how to increase consumer acceptance of meat substitutes. The present research investigates social media data of plant-based meat brands and explores how visual features could lead to a high number of likes, which is a numerical representation of social acceptance. The findings of this research show that social media posts with warm color, vertical symmetry, and horizontal symmetry receive a higher number of likes. Further, there is a joint effect between warm color and vertical symmetry, such that vertical symmetry would strengthen the positive effect of warm color on the number of likes. These findings offer a more nuanced understanding of how to increase consumer acceptance of meat substitutes and how to promote plant-based meat brands in social media.

Is Sustainable Consumption a Sufficient Motivator for Consumers to Adopt Meat Alternatives? A Consumer Perspective on Plant-Based, Cell-Culture-Derived, and Insect-Based Alternatives

“…The influence of socio-cultural factors has been widely discussed in the literature [ 38 , 103 ]. Social media has had positive effects in promoting plant-based foods [ 104 ] and meat substitutes [ 105 ]. Thus, leveraging endorsements or strategies that resonate with societal perceptions could boost the adoption of meat alternatives.…”

The Impact of Product Assortment Framing on The Attitude Toward Gift Set

“…Researchers have investigated the effects of gain-framing and lossframing persuasive messages in different contexts, such as smoking cessation [14][34] disease prevention behaviors [20][28] and consumer recycling intentions [38] [17]. Advertising of food products can occur in various mediums: online advertising, television, print, Point-of-Purchase displays, on packaging, and many more [13]. Message framing is a series of process of changing specific elements of message and the scope of thinking.…”

Prospects for Plant-Based Meat: Current Standing, Consumer Perceptions, and Shifting Trends

“…Social media and the internet can increase potential benefits by reducing physical distances, allowing businesses to increase the possibility of expanding their markets, and considering that the development of direct relationships between producers and end users can result in long-term advantages for PBM acceptance [ 7 , 53 , 72 ]. According to Septianto et al [ 100 ], social media posts with profound colors and vertical and horizontal symmetry obtain higher numbers of likes. To have an impression of the commercial events of a company, promotion is an essential component.…”