Plant-Based Meat Alternatives: Motivational Adoption Barriers and Solutions

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 by mimicking animal in its sensory characteristics such taste, texture, or aesthetic appearance. This narrative review explores motivational barriers adopting while focusing on food neophobia, social norms and rituals, well conflicting goals that prevent consumers from switching a diet. Based key these barriers, which informed research findings consumer psychology marketing, solutions discussed can help counter barriers.