Consumer Perceptions Hinder Plant-Based Meat Adoption in Australia
A study from Adelaide University reveals that meat eaters perceive plant-based meat as riskier and offering less value than conventional meat, affecting their willingness to purchase and recommend it. The research, published in the Journal of Marketing Management, surveyed nearly 1,000 Australian adults to understand these perceptions. Despite the growing interest in plant-based meat due to environmental, animal welfare, and health reasons, many consumers remain hesitant. The study found that advertising appeals, whether emotional or rational, had little effect on changing these perceptions among meat eaters. However, rational messaging improved acceptance among younger consumers and vegetarians. 
