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Plant-Based Meat Alternatives: Motivational Adoption Barriers and Solutions

Author

Listed:
  • 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)

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.

Suggested Citation

  • Steffen Jahn & Pia Furchheim & Anna-Maria Strässner, 2021. "Plant-Based Meat Alternatives: Motivational Adoption Barriers and Solutions," Sustainability, MDPI, vol. 13(23), pages 1-17, November.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:23:p:13271-:d:691919
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