Plant-based meat alternatives in restaurants: consumers’ response to environmental and ethical advertisements in Italy

Abstract

A multitude of factors motivates consumers to purchase plant-based meat, such as environmental sustainability and animal welfare. This research project intends to compare the use of new adverting appeals, whose focus is no longer on taste but on the positive consequences of meat alternatives on the environment and animals. After collecting data through an online, analytical survey, multi-linear regression will allow identifying whether relying on an environmental, ethical, or taste appeal is the most effective marketing strategy that an Italian restaurant chain should adopt to promote a new vegan burger made with plant-based meat. The masculine identity of meat and related gender stereotypes have resulted in women’s and men’s opposite attitudes toward meat and its plant-based alternatives. The role of gender as a moderating variable is going to be tested through an independent sample t-test to determine gender different responses to environmental, ethical, and taste appeals.