Did you know that dining out can significantly impact our planet? One way to reduce this impact is by eating less meat and more plant-based alternatives. However, despite the benefits, plant-based meats aren't very popular in restaurants. Why is that?

A recent study dug into this question using the capability-opportunity-motivation behaviour model. It found that people mainly avoid plant-based meats because they prefer traditional meat and vegetable dishes. They also worry that these dishes won't be tasty or might be too expensive.

But here's where it gets interesting. The study discovered that not all diners are the same. It identified six distinct groups, each with their own reasons for shying away from plant-based meats. Some worry about the taste, others about the cost, and some simply prefer their old favorites.

So, what can the tourism industry do to change this? The study suggests that restaurants tailor their menus and promotions to address the specific concerns of each group. This could mean offering samples, highlighting the benefits, or even making the dishes more affordable.

There's still a lot to learn about how to get more people on board with plant-based meats. This study opens up new avenues for research, aiming to make our dining habits more sustainable.

Why Aren't More People Choosing Plant-Based Meat at Restaurants?

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