Journal
SUSTAINABILITY
Volume 13, Issue 23, Pages -Publisher
MDPI
DOI: 10.3390/su132313271
Keywords
plant-based diet; plant-based meat alternatives; motivational barriers; goal conflict
Ask authors/readers for more resources
This narrative review explores the motivational barriers to adopting plant-based meat alternatives (PBMA), focusing on food neophobia, social norms and rituals, as well as conflicting eating goals that prevent consumers from switching to a plant-based diet. Solutions are discussed to counter these barriers based on research findings in consumer psychology and marketing.
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.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available