Substituting meat and the role of a situational context: exploring associations and motives of Dutch meat substitute-users

Purpose The Dutch market for meat substitutes has grown steadily, however, their market share is still low, and meat consumption in the Netherlands is not decreasing. For a transition towards a more plant-based diet, understanding consumer motives regarding meat substitutes is important. The purpose of this study was to explore what motives lay behind the appropriateness of the use of meat substitutes in different usage situations. Design/methodology/approach In total, 20 semi-structured in-depth interviews were performed to discover Dutch consumers’ associations with the terms “eating vegetar... Mehr ...