Consumers’ associations, perceptions and acceptance of meat and plant-based meat alternatives

The consumption of meat contributes significantly to undesirable effects on the environment. In order reduce impact animal husbandry, one approach is decrease by substituting plant-based alternatives. Because such alternatives currently rather low, aim this research was identify barriers that keep people from consuming and increase probability future consumption. This accomplished exploring free associations have towards alternatives, comparing selected products with their respective using semantic differential, studying perceived appropriateness eating in different situations. To achieve these objectives, we carried out an online survey participants Germany (N = 1039). Our results suggest while being associated positive terms, were viewed more negatively. previous findings should be similar regard taste, texture, ease preparation confirmed. Results direct comparison corresponding indicate are similarly processed counterparts. Regarding situations, our show appropriate situations where eats alone or family friends. conclusion, demonstrate best chance successfully replacing when they closely resemble highly taste texture offered at competitive prices. recommendation for producers thus focus replicating instead trying imitate cuts as steak escalope.