Predicting and promoting the consumption of plant-based meat

Purpose: The present research aimed to understand how to predict and promote plant-based meat (PBM) consumption. Design/methodology/approach: In Study 1 (N = 550), the authors investigated the psychosocial antecedents of the intentions to add PBM and to replace animal meat with PBM. In Study 2 (N = 390), the authors tested the effectiveness of different environmental messages promoting PBM consumption. The authors compared the effects of an addition message condition (i.e. a message promoting the addition of PBM to one's diet), a replacement message condition (i.e. a message promoting the replacement of animal meat with PBM) and a control condition (i.e. no message). In both studies, the authors considered the moderation of past PBM consumption (PMB eaters vs PBM noneaters). Findings: Study 1 showed that a positive attitude towards eating PBM and a high awareness of the environmental consequences of meat production were key antecedents of participants' intention to eat PBM. The role of the other psychosocial antecedents varied according to past PBM consumption. Study 2 showed that both addition and replacement messages increased non-PBM eaters' positive attitude towards eating PBM and in turn willingness to pay for PBM. Instead, only replacement messages increased PBM eaters' willingness to pay for PBM. Originality/value: The present research developed a model integrating the key psychosocial predictors of people's intentions to eat PBM. Furthermore, it is the first research that compared the persuasiveness of different environment messages to promote PBM consumption.