Understanding the role of health consciousness in the consumption of plant-based meat alternatives: a sequential mediation model

Plant-based meat substitutes (PBMA) offer a way to lessen the negative effects of human activity and consumption on the environment and to achieve sustainability in the food sector. This study investigates the role of health consciousness in the consumption of PBMA. We conducted a cross-sectional survey-based study with a sample of 317 French consumers. Our findings indicate that health consciousness is positively associated with awareness of PBMA. They also reveal that the effect of health consciousness on willingness to consume the products is serially mediated through awareness and attitudes toward buying the products. As such, consumers may benefit from receiving additional information that identifies the benefits of buying and eating PBMA. Consequently, managers are advised to consider promoting PBMA as compatible with multiple foodstuffs and easy-to-cook products. They also might want to raise awareness among consumers by creating long-term communication campaigns emphasizing the experiential value of consuming PBMA and holding in-store cooking classes led by expert chefs to teach consumers how to cook the products.