Sustainable Meat Consumption: Values, Drivers, and Barriers—A Mixed‐Method Study With Post hoc Qualitative Analysis

Munish Saini, Gyan Prakash, Reeti Agarwal, Rsha Alghafes and Laura Broccardo

Business Strategy and the Environment, 2025, vol. 34, issue 8, 10513-10532

Abstract: Growing health and environmental concerns associated with traditional meat production and consumption drive the commercialization of sustainable meats (SMs) as a viable alternative. The greatest challenge to feed the growing population can be addressed with SMs that are produced, consumed, and disposed of in a manner that protects our irreplaceable natural ecosystem. This study synthesized the literature on the consumption behavior of SMs by extracting high‐quality research papers from 2013 to 2024 and validating the resulting themes through semi‐structured interviews. To determine consumer behavior toward SMs, the theory of consumption values (TCV) and behavioral reasoning theory (BRT) were combined. These theoretical frameworks summarize, organize, and present antecedents, such as green consumption values and reasoning (for and against) the adoption of SMs. This study employs the TCCM technique to uncover contextual and methodological gaps and suggest future research areas for theoretical progression. Finally, it discusses managerial implications for the SMs market's early commercial success.

Date: 2025
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