Rapid population growth, shifting consumption patterns, and environmental stresses are challenging food security, raising concerns about the global food system's ability to sustainably feed the projected 9.3 billion people by 2050. Additionally, the increasing demand for Quick-Service Restaurants (QSRs) (also known as ‘fast-food chains’) intensifies environmental concerns. Their large-scale food production and factory farming practices contribute significantly to environmental degradation and animal welfare issues. In response to growing consumer awareness of environmental issues, QSRs have begun incorporating plant-based meat alternatives into their menus to align with sustainability objectives and appeal to eco-conscious consumers, particularly millennials. However, these alternatives face acceptance challenges due to perceptions of being highly processed and potentially containing genetically modified organisms. It is therefore essential to have a better understanding of the market’s purchasing intention to effectively market plant-based meat alternatives and advance QSRs’ sustainable practices.
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