Study Examines the Personal Values That Drive Alt Meat Consumption

A study published in the scientific journal Appetite examined the personal values that drive consumers to choose meat alternatives. Contrary to expectations, values focused on the self, such as self-enhancement and openness to change, were not associated with consumer interest in alt meats. Instead, values focused on others, such as self-transcendence, benevolence, and universalism, increased interest in meat alternatives.

The study also found that values like conservation, which includes security, conformity, and tradition, decreased interest in alt meats. Additionally, the connection between social motives like status and group affiliation and values was explored. The authors suggest that marketing strategies should activate consumers' environmentally relevant values to promote meat alternatives effectively, considering the various values that drive consumer decisions.