Understanding the consumption of plant-based meat alternatives and the role of health-related aspects. A study of the Italian market

One possible solution to address some of the current health and environmental challenges we are facing is to choose plant-based meat alternatives (PBMAs). However, from the literature, the role of PBMA products in the consumer's diet and whether they are a substitute for red meat consumption or if they only represent an enrichment function is not clear. Moreover, little is known about how health-related aspects affect consumer choices. This study tries to understand the role of PBMAs in consumption habits and the effects of health-related aspects in PBMA consumption. The results show that PBMA consumption occurs in substitution to red meat, and it is associated mainly with healthy and sustainable habits, such as organic food consumption, and socio-demographic factors like higher income and gender. The study findings may help marketers define product value propositions in line with consumers' perceptions.