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 to reduce the impact of animal husbandry, one approach is to decrease meat consumption by substituting plant-based meat alternatives. Because the consumption of such meat alternatives is currently rather low, the aim of this research was to identify the barriers that keep people from consuming meat alternatives and increase the probability of future consumption. This was accomplished by exploring free associations people have towards meat and meat alternatives, comparing selected meat products with their respective meat alternatives using the semantic differential, and studying the perceived appropriateness of…

• EC
  European Commission
• H2
  Horizon 2020
• EF
  EIT Food