Are meat alternatives a moral concern? A comparison of English and Japanese tweets

Meat alternatives, such as soy-based meat substitutes, are gaining attention as possible solutions for the negative effects of increased meat consumption on human health, the environment, and animal welfare. Our study indicates that the public interest in these alternatives is evolving into a moral concern, influencing both societal shifts and marketing approaches. Using longitudinal data from Twitter (now known as X), we analyzed spontaneous conversations on meat alternatives in both English and Japanese. We identified keywords reflecting food choice motivations and we assessed their prevalence in the tweets. Drawing on Moral Foundations Theory, we detected a shift in the moral language associated with conversations about meat alternatives. While both English and Japanese tweets showed a noticeable shift in consumer interest in meat alternatives driven by moral concerns for the environment and animals, the degree of moralizing was more pronounced in English. Our study provides empirical evidence of a decrease in emphasis on sensory appeal, such as taste (a significant factor in previous studies), and a growing dominance of moral considerations. For future marketing campaigns, it would be advantageous to highlight not only the taste and health benefits but also the ethical dimension, in order to resonate with consumers.