New Meat on the Block: Factors Influencing India’s Gen Z’s Decision to Purchase Plant-based Meat

Abstract

There have been increasing concerns regarding the meat industry due to its negative influence on the environment, such as freshwater pollution, biodiversity loss, and increased methane emissions. These concerns have sparked the public’s interest in plant-based meat, the demand for which is expected to reach USD 27.5 billion by 2025. This study evaluated the factors influencing the decision of India’s Gen Z (aged 15-25) to purchase plant-based meat by conducting an online survey using a mixed method research approach. Among the eight different factors examined, the study found environmental consciousness as one of the highest-rated factors in all the three categories of respondents—combined (vegetarians and non-vegetarians), vegetarians, and non-vegetarians—in influencing their decision to purchase plant-based meat. This finding mirrors the growing environmental awareness of Gen Z globally. Health/safety was another top-rated factor for all three groups, possibly due to the increasing concern of zoonotic diseases, such as COVID-19. Conversely, price, convenience, and food curiosity were the least influential, highlighting the Indian market's unique characteristics. As a significant majority of young Indian adults live with their parents, plant-based companies targeting Gen Zs need to consider India’s family-oriented culture and the parents’ dominant role in determining meal choices at home. While companies could incorporate plant-based meat products into traditional food and well-known dishes to appeal to parents, companies can also target the more independent Gen Zs by emphasizing plant-based meat as a sustainable alternative to traditional meat. Additional nuanced marketing strategies for vegetarians and non-vegetarians have also been discussed in this paper.