Plant-based meat: An exploration of consumer adoption of novel and innovative food products

Abstract

Global animal agricultural systems contribute to an array of interrelated environmental, social and economic issues including food scarcity, climate change, and habitat and biodiversity loss. Driven by both product innovation and growing consumer demand, the market for more sustainable, plant-based alternatives to meat and other animal products is growing. In order to identify potential means of facilitating dietary shifts and product adoption, this research sought to understand the knowledge and consumption practices of plant-based meat substitutes. To address this, 24 semi-structured in-depth interviews were conducted with users and non-users of plant-based meat substitutes in New Zealand. Findings indicate that awareness and adoption of plant-based meat substitutes were largely centered on social practice. Online and offline social networks enabled the spread of shared meanings and competencies regarding the acquisition, preparation and consumption of plant-based meat substitutes, which in turn facilitated transformations of social norms and attitudes. However, in order to enable widespread dietary transformations away from unsustainable animal-based systems, both production and consumption side solutions are advised. Policies are needed to support supply-side shifts that expedite production and consumer access to sustainable alternatives, and demand-side efforts are needed to further disseminate new meanings and competencies to shift consumer preferences.