Facts Beat Feelings for Vegetarian Plant-Based Meat Buyers, Research Shows

New research published in the Journal of Marketing Management found that marketing plant-based meat products with factual, health-focused messaging is more effective for vegetarian shoppers compared to emotional appeals. The study surveyed 990 Australian residents and showed participants advertisements for plant-based and conventional meat burgers framed with either rational or emotional messages. Results showed that meat eaters, however, were not swayed by either approach, as they consistently rated plant-based meat as riskier and less valuable than conventional meat, affecting their purchase intentions and likelihood of recommending the product.

Segmentation revealed that younger consumers aged 18 to 44 responded better to emotional messaging for conventional meat but not for plant-based products. Among vegetarian participants, a rational appeal improved perceptions of product quality, leading to increased purchase intention and word-of-mouth compared to emotional messaging. The study suggests that there is no one-size-fits-all marketing strategy for plant-based meat, and brands should tailor their messaging to the target audience accordingly, focusing on factors such as age and dietary preferences.