Perception of meat alternatives compared to meat: Differences between meat eaters and reducetarians

Growing ethical, environmental, and health concerns related to meat consumption have increased interest in alternative protein sources, such as plant-based meat alternatives (PBMAs), insect-based foods, and lab-grown meat. This study examined how Polish consumers perceive these three categories of meat substitutes in comparison to conventional meat and how these perceptions differ between meat eaters and reducetarians (individuals who intentionally limit meat consumption). A representative sample of 1,016 Polish adults completed an online survey evaluating meat alternatives on several dimensions. Overall, PBMAs received the most favourable evaluations, lab-grown meat was viewed ambivalently, and insect-based foods faced the strongest perceptual barriers. Dietary habits significantly influenced perceptions: reducetarians assessed all substitutes more positively than meat eaters, indicating greater openness to alternative proteins. These findings highlight substantial variation in how different meat alternatives are received by consumers and underscore the importance of addressing both sensory expectations and emotional responses in promoting meat alternatives.

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