What factors shape German consumers' attitudes towards plant-based meat? An analysis of online conversations about vegan and vegetarian products in Germany and the corresponding aspects that arise out of them

Abstract

Consumers are becoming more aware of the wide variety of interconnected environmental, social, economic, ethical, and health issues associated with global industrialized food production, particularly animal agriculture. Plant-based diets are frequently promoted as healthier and more sustainable, and thus as a mechanism for meeting the proposed targets for mitigating climate change and noncommunicable diseases. As a result, as consumers seek alternatives to meat and other animal-derived products, demand for more sustainable and ethical food products has increased. Nonetheless, many people continue to avoid plant-based meat alternatives and, despite the consequences, eat meat. This research was carried out to better understand the factors that influence the behavior of German consumers. The research's goal is to first identify previously investigated aspects of alternative meat consumption before focusing on the German market and conducting a content analysis within the social media channels Facebook and Twitter. This content analysis of online conversations on social media should reveal new information about plant-based meat consumption. As a result, several factors centered on individual, social, situational, and the product itself, that influenced perception and behavior toward plant-based meat alternatives, were identified. The study provides several implications for theory and practice.