Conventional livestock production generates high amounts of greenhouse gas emissions, significantly contributing to man-made climate change. Switching to meat alternatives has the potential to curb meat consumption but faces obstacles rooted in consumers’ concerns about unnaturalness, negative health implications, and excessive processing. Drawing on environmental psychology, heuristic processing, consistency theory, and the halo effect, this study develops a conceptual framework on how consumer’s climate concern, by activating climate commitment, not only directly motivates the adoption of meat alternatives, but also triggers perceptual processes, that have a favorable effect on the perception of the attributes of meat alternative products. The theoretical model was tested with an online survey of a US representative sample (N=800). Results show that climate concern positively affects meat alternative adoption by activating climate commitment. Climate commitment, in turn, through the drive for internal consistency and the halo effect, enhances the perceived sustainability, naturalness, and taste of meat alternatives, boosting their acceptance. Findings contribute to the literature by introducing a novel mechanism involving mental shortcuts based on consistency theory and the halo effect, which suggests that consumers align food product perceptions with their environmental goals. These insights offer valuable guidance for policymakers and marketers to design effective interventions promoting more sustainable dietary choices.