Plant-Based Meat Alternatives: Motivational Adoption Barriers and Solutions

Steffen Jahn, Pia Furchheim and Anna-Maria Strässner
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Steffen Jahn: Department of Marketing, University of Oregon, Eugene, OR 97403, USA
Pia Furchheim: Institute of Marketing Management, ZHAW School of Management and Law, 8401 Winterthur, Switzerland
Anna-Maria Strässner: Institute of Marketing Management, ZHAW School of Management and Law, 8401 Winterthur, Switzerland

Sustainability, 2021, vol. 13, issue 23, 1-17

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.

Keywords: plant-based diet; plant-based meat alternatives; motivational barriers; goal conflict (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
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