Sentiments, barriers and predictors of acceptance for meat alternatives among UK meat consumers

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There is a growing global demand for diets to be better for the environment and for human health. To support the shift toward sustainable diets, it is crucial to understand consumer attitudes and the barriers they face. To achieve this aim, this paper addresses the questions: What are the prevailing sentiments of UK meat consumers towards meat alternatives? What barriers do UK meat consumers face in trying and sustaining the consumption of meat alternatives? Data was obtained from 1074 UK respondents. The majority of respondents (82.4%) had tried plant-based meat alternatives, whereas most had not tried edible insects (88.8%), cultured meat (96.5%) or algae (73.7%). Sentiments towards plant-based alternatives were mainly positive while views on cultured meat, insects, and algae were more mixed or negative. Motivations for accepting and eating meat alternatives were primarily personal health benefits, animal welfare and environmental reasons in order of ranking. The results show that 18% are very likely to include meat alternatives in their future diets, followed by 39% who are open to the possibility and may consider it under the right circumstances. Ordered logistic regression identified several significant predictors for incorporating meat alternatives into future diets. Positive predictors included price competitiveness, variety, environmental motivation, health benefits, past experience with plant-based meat and algae and gender. Conversely, frequent meat consumption and safety concerns were negative predictors and reduced the odds of incorporating meat alternatives into diets. Key actions which consumers opine would encourage acceptance of meat alternatives includes educational programs, financial incentives and media campaigns with strong support for coordinated stakeholder efforts.