Predictors of UK consumers' acceptance of alternatives to conventional meat products in the early 2020s

The livestock sector has adverse impact on the planet, health, and animal welfare. However, these products are significantly valued by meat eaters, and therefore, replacing conventional meat with alternatives to conventional meat products has been recommended as one solution to achieve sustainability goals. However, there is little research investigating what UK consumers think and feel about those alternatives. This thesis presents five quantitative studies to investigate predictors of UK consumers' acceptance1 of alternatives to conventional meat products between 2019 and 2022. A qualitative approach was also taken, to let consumers 'speak for themselves'. Study 1 (Chapter 2) was an online study that investigated UK meat eaters and non-meat eaters' attitudes (e.g., taste pleasantness, healthiness, disgust) towards plant-based meat alternatives and cultured meat compared to their conventional counterparts. This study showed that these products are overall acceptable to both meat eaters and non-meat eaters. Study 2 (Chapter 3) was an online replication study which tested reproducibility of findings from study 1 with a new group of meat eaters. This study showed that plant-based meat alternatives and cultured meat are acceptable to meat eaters. Study 3 (Chapter 4) was a laboratory study, investigating meat eaters' and non-meat eaters' expected and actual attitudes (e.g., liking, fullness, satisfaction) towards a plant-based burger. This study provided further evidence that plant-based meat alternatives are acceptable to meat eaters. Study 4 (Chapter 5) was an online study conducted with meat eaters during the pandemic when its acute impact was present. This study investigated the effects of the pandemic on the UK meat eaters' eating and grocery purchasing behaviours. The results showed that meat eaters made healthier food choices (increases in vegetable and fruit intake). Although there was not a significant decrease in meat eaters' intake of conventional meat, the likelihood of consumption of wild meat and foods containing insect ingredients was significantly reduced during the pandemic. Study 5 (Chapter 6) was a follow-up study which was conducted with a sub-sample of participants from study 4. This study showed that meat eaters maintained their healthier eating behaviour during the pandemic with reduced restrictions and they even made some more healthier food choices. Taken together, this thesis shows that alternatives to conventional meat products, specifically plant-based meat alternatives are acceptable to meat eaters. Especially in the post-pandemic world, there is an opportunity to promote plant-based meat and dairy alternatives by emphasising health benefits of these products.