Framing consumer adoption of plant-based meat substitutes as social practice

Abstract

Consumers are becoming increasingly aware of the interrelated environmental, social and ethical issues associated with global industrialised food production systems. Consequently, demand for alternative, more sustainable and ethical food products has increased as consumers seek alternatives to meat and other animal-derived products. Therefore, this research aims to understand the knowledge and consumption practices associated with plant-based meat substitutes in order to identify how dietary shifts and product adoption could be facilitated. This paper presents the findings of 24 semi-structured in-depth interviews conducted with New Zealand consumers. Findings indicated that practices of acquisition, preparation and consumption of plant-based meat substitutes can be framed in terms of social practice. Specifically, material aspects (products, packaging, and infrastructure) were ascribed a number of meanings by consumers (values, normalisation, social consumption, transition, and convenience) and transformed through competencies (general and meat-free cooking, product and nutritional knowledge). It is anticipated that strengthening of the ties between these elements may assist in the recruitment of practitioners into meat-free practices and increase defection from practices associated with meat consumption. Thus, framing plant-based meat substitutes within the context of social practice may provide an important framework for shifting consumer diets towards those that are better for the planet and the human and non-human animals that inhabit it.