Sara Dolnicar, David Fechner and Bettina Grün write for The Conversation.
Imagine having dinner at a restaurant. The menu offers plant-based meat alternatives made mostly from vegetables, mushrooms, legumes and wheat that mimic meat in taste, texture and smell. Despite being given that choice, you decide to order a traditional meat or vegetable dish. That’s a common decision.
The Australian plant-based meat industry has grown significantly in recent years and has been projected to become a A$3 billion industry by 2030. Yet most consumers still hesitate to order a plant-based meat dish in restaurants.
In our new study, we asked 647 Australians why they don’t order plant-based meat dishes when dining out.
It turns out not everyone shares the same reasons. We found six types of diner who avoided these dishes.
What kind of diner are you?
