Enabling the foodservice industry to transition consumers toward plant-based meat alternatives: A behavioral reasoning perspective

Recognizing that animal food product consumption is the main driver of climate change, it is necessary to promote current and future consumer dietary transitioning towards plant-based meat alternatives (PBMAs). Applying Behavioral Reasoning Theory, this study encompassed both positive and negative reasoning variables to understand how they affect PBMA purchase decision-making. Ascribed responsibility was tested for the moderating role in improving consumer attitudes. Using 320 responses obtained from Korean foodservice consumers aged 19 and older, this study revealed that environmental and health benefits were the main reasons for PBMA consumption while limited product availability and perceived unnaturalness were the significant components of ‘reasons against.’ As consumers’ ascribed responsibility increased, health benefits became more effective for improving attitudes toward PBMAs while the negative impact of ‘low product availability’ on attitudes were insignificant. This study provides distinctive insights into explanations for observed differences in PBMA purchase decision-making processes for foodservice academics and practitioners.