IDEAS home Printed from https://ideas.repec.org/a/bla/bstrat/v34y2025i8p10513-10532.html

Sustainable Meat Consumption: Values, Drivers, and Barriers—A Mixed‐Method Study With Post hoc Qualitative Analysis

Author

Listed:
  • Munish Saini
  • Gyan Prakash
  • Reeti Agarwal
  • Rsha Alghafes
  • Laura Broccardo

Abstract

Growing health and environmental concerns associated with traditional meat production and consumption drive the commercialization of sustainable meats (SMs) as a viable alternative. The greatest challenge to feed the growing population can be addressed with SMs that are produced, consumed, and disposed of in a manner that protects our irreplaceable natural ecosystem. This study synthesized the literature on the consumption behavior of SMs by extracting high‐quality research papers from 2013 to 2024 and validating the resulting themes through semi‐structured interviews. To determine consumer behavior toward SMs, the theory of consumption values (TCV) and behavioral reasoning theory (BRT) were combined. These theoretical frameworks summarize, organize, and present antecedents, such as green consumption values and reasoning (for and against) the adoption of SMs. This study employs the TCCM technique to uncover contextual and methodological gaps and suggest future research areas for theoretical progression. Finally, it discusses managerial implications for the SMs market's early commercial success.

Suggested Citation

  • Munish Saini & Gyan Prakash & Reeti Agarwal & Rsha Alghafes & Laura Broccardo, 2025. "Sustainable Meat Consumption: Values, Drivers, and Barriers—A Mixed‐Method Study With Post hoc Qualitative Analysis," Business Strategy and the Environment, Wiley Blackwell, vol. 34(8), pages 10513-10532, December.
    • Handle: RePEc:bla:bstrat:v:34:y:2025:i:8:p:10513-10532
    DOI: 10.1002/bse.70116
    as

    Download full text from publisher

    File URL: https://doi.org/10.1002/bse.70116
    Download Restriction: no
    File URL: https://libkey.io/10.1002/bse.70116?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Robert W. Palmatier & Mark B. Houston & John Hulland, 2018. "Review articles: purpose, process, and structure," Journal of the Academy of Marketing Science, Springer, vol. 46(1), pages 1-5, January.
    2. Michael Antioco & Mirella Kleijnen, 2010. "Consumer adoption of technological innovations : Effects of psychological and functional barriers in a lack of content versus a presence of content situation," Post-Print hal-02312561, HAL.
    3. Snyder, Hannah, 2019. "Literature review as a research methodology: An overview and guidelines," Journal of Business Research, Elsevier, vol. 104(C), pages 333-339.
    4. Agarwal, Reeti & Mehrotra, Ankit & Pant, Manoj Kumar & Alzeiby, Ebtesam Abdullah & Vishnoi, Sushant Kumar, 2024. "Digital photo hoarding in online retail context. An in-depth qualitative investigation of retail consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    5. Vandecasteele, Bert & Geuens, Maggie, 2010. "Motivated Consumer Innovativeness: Concept, measurement, and validation," International Journal of Research in Marketing, Elsevier, vol. 27(4), pages 308-318.
    6. Roh, Taewoo & Seok, Junhee & Kim, Yaeri, 2022. "Unveiling ways to reach organic purchase: Green perceived value, perceived knowledge, attitude, subjective norm, and trust," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    7. Septianto, Felix & Sung, Billy & Duong, Chien & Conroy, Denise, 2023. "Are two reasons better than one? How natural and ethical appeals influence consumer preferences for clean meat," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    8. Sahu, Aditya Kumar & Padhy, R.K. & Dhir, Amandeep, 2020. "Envisioning the future of behavioral decision-making: A systematic literature review of behavioral reasoning theory," Australasian marketing journal, Elsevier, vol. 28(4), pages 145-159.
    9. Sheth, Jagdish N. & Newman, Bruce I. & Gross, Barbara L., 1991. "Why we buy what we buy: A theory of consumption values," Journal of Business Research, Elsevier, vol. 22(2), pages 159-170, March.
    10. Carlsson, Fredrik & Kataria, Mitesh & Lampi, Elina, 2022. "How much does it take? Willingness to switch to meat substitutes," Ecological Economics, Elsevier, vol. 193(C).
    11. Jean-Noël Kapferer & Gilles Laurent, 1993. "Further evidence on the consumer involvement profile: five antecedents of involvement," Post-Print hal-00784124, HAL.
    12. Sreen, Naman & Dhir, Amandeep & Talwar, Shalini & Tan, Teck Ming & Alharbi, Fatimah, 2021. "Behavioral reasoning perspectives to brand love toward natural products: Moderating role of environmental concern and household size," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    13. Khalil Rhaiem & Nabil Amara, 2021. "Learning from innovation failures: a systematic review of the literature and research agenda," Review of Managerial Science, Springer, vol. 15(2), pages 189-234, February.
    14. M. Antioco & M. Kleijnen, 2010. "Consumer adoption of technological innovations Effects of psychological and functional barriers in a lack of content versus a presence of content situation," Post-Print hal-00387308, HAL.
    15. Oliver, Richard L, 1993. "Cognitive, Affective, and Attribute BAses of the Satisfaction Response," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(3), pages 418-430, December.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Munish Saini & Gyan Prakash & Reeti Agarwal & Rsha Alghafes & Bhumika Gupta, 2026. "Business Strategies for Sustainable Meat Consumption: Multistage Investigation Into Profiling Environmentally Conscious Consumer Segments," Business Strategy and the Environment, Wiley Blackwell, vol. 35(3), pages 3329-3356, March.
    2. Saini, Munish & Prakash, Gyan & Yaqub, Muhammad Zafar & Agarwal, Reeti, 2024. "Why do people purchase plant-based meat products from retail stores? Examining consumer preferences, motivations and drivers," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    3. Jayaswal, Pragya & Parida, Biswajita, 2023. "The role of augmented reality in redefining e-tailing: A review and research agenda," Journal of Business Research, Elsevier, vol. 160(C).
    4. Ruparel, Namita & Bhardwaj, Seema & Seth, Himanshu & Choubisa, Rajneesh, 2023. "Systematic literature review of professional social media platforms: Development of a behavior adoption career development framework," Journal of Business Research, Elsevier, vol. 156(C).
    5. Godart, Frédéric & Pistilli, Luca, 2024. "The multifaceted concept of disruption: A typology," Journal of Business Research, Elsevier, vol. 170(C).
    6. Gaston-Breton, Charlotte & De Stefano, M. Cristina, 2025. "Mapping consumer well-being: Contextualization, conceptualization, and classification using topic modeling," Journal of Business Research, Elsevier, vol. 194(C).
    7. Talwar, Shalini & Talwar, Manish & Kaur, Puneet & Dhir, Amandeep, 2020. "Consumers’ resistance to digital innovations: A systematic review and framework development," Australasian marketing journal, Elsevier, vol. 28(4), pages 286-299.
    8. Chawla, Umesh & Verma, Balraj & Mittal, Amit, 2024. "Resistance to O2O technology platform adoption among small retailers: The influence of visibility and discoverability," Technology in Society, Elsevier, vol. 76(C).
    9. Chakraborty, Debarun & Singu, Hari Babu & Patre, Smruti, 2022. "Fitness Apps's purchase behaviour: Amalgamation of Stimulus-Organism-Behaviour-Consequence framework (S–O–B–C) and the innovation resistance theory (IRT)," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    10. Kyere, Francis & Dongying, Sun & Bampoe, Gertrude Dotse & Kumah, Naana Yaa Gyamea & Asante, Dennis, 2024. "Decoding the shift: Assessing household energy transition and unravelling the reasons for resistance or adoption of solar photovoltaic," Technological Forecasting and Social Change, Elsevier, vol. 198(C).
    11. Tarikul Islam & Erhua Zhou, 2024. "Unpacking the Reasons Shaping Employee Acceptance and Attitudes towards AI Assistant Services in the Hotel Industry: A Behavioral Reasoning Perspective," Advances in Management and Applied Economics, SCIENPRESS Ltd, vol. 14(5), pages 1-7.
    12. Chen, Yanyan & Mandler, Timo & Meyer-Waarden, Lars, 2021. "Three decades of research on loyalty programs: A literature review and future research agenda," Journal of Business Research, Elsevier, vol. 124(C), pages 179-197.
    13. Fabio Magnacca & Riccardo Giannetti, 2024. "Management accounting and new product development: a systematic literature review and future research directions," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 28(2), pages 651-685, June.
    14. Goisser, Simon & Mempel, Heike & Bitsch, Vera, 2020. "Food-Scanners as a Radical Innovation in German Fresh Produce Supply Chains," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 11(02), April.
    15. Hajiheydari, Nastaran & Delgosha, Mohammad Soltani & Olya, Hossein, 2021. "Scepticism and resistance to IoMT in healthcare: Application of behavioural reasoning theory with configurational perspective," Technological Forecasting and Social Change, Elsevier, vol. 169(C).
    16. Nel, Jacques & Boshoff, Christo, 2021. "“I just don't like digital-only banks, and you should not use them either†: Traditional-bank customers' opposition to using digital-only banks," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    17. G. Tomas M. Hult & Forrest V. Morgeson III & Udit Sharma & Claes Fornell, 2022. "Customer satisfaction and international business: A multidisciplinary review and avenues for research," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 53(8), pages 1695-1733, October.
    18. Adrian Ade, 2025. "A mapping of two spheres: how SEW stimulates the strategic analysis and forecast of a family firm," Management Review Quarterly, Springer, vol. 75(1), pages 705-745, February.
    19. Umut Ünal & Rıfgı Buğra Bağcı & Mertcan Taşçıoğlu, 2024. "The perfect combination to win the competition: Bringing sustainability and customer experience together," Business Strategy and the Environment, Wiley Blackwell, vol. 33(5), pages 4806-4824, July.
    20. Tan, Teck Ming & Makkonen, Hannu & Kaur, Puneet & Salo, Jari, 2022. "How do ethical consumers utilize sharing economy platforms as part of their sustainable resale behavior? The role of consumers’ green consumption values," Technological Forecasting and Social Change, Elsevier, vol. 176(C).

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bla:bstrat:v:34:y:2025:i:8:p:10513-10532. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Wiley Content Delivery (email available below). General contact details of provider: http://onlinelibrary.wiley.com/journal/10.1002/(ISSN)1099-0836 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.