ArticleJournal of sustainable tourism2025
Identifying segment-specific barriers to ordering environmentally sustainable plant-based meat dishes in restaurants.
Article in Journal of sustainable tourism, 2025. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Not yet cited in PubMed.
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3 authors.
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Abstract
Eating less meat when dining out can help mitigate climate change. Plant-based meats can facilitate the transition to a more environmentally sustainable tourism sector. However, uptake of these products remains low. Building on the capability-opportunity-motivation behaviour model, this study identifies the main reasons for the general population of restaurant patrons to reject plant-based meats: they prefer meat and traditional vegetable dishes; they are concerned about not enjoying plant-based meat dishes; they perceive plant-based meat dishes as too expensive. Accounting for heterogeneity among diners leads to the identification of six distinct consumer segments, which differ in their reasons for not ordering plant-based meat dishes in restaurants. From these empirical insights, we derive recommendations for tourism professionals on how to entice specific consumer segments to order plant-based meat dishes and identify future avenues for research.
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