Tell me what you cook and I'll tell you who you are. A study of the influence of the representations and identities of aspiring chefs on their intentions to reduce meat in favour of plant-based dishes

Faced with increasing recommendations for a more plant-based diet, the catering sector is particularly affected. This study investigates how future chefs' representations and identities (professional or otherwise) influence their intentions to offer less meat-based and more plant-based menus, either by reducing meat in dishes or replacing meat-based dishes with vegetarian options. Theories of representations and multiple identities were chosen to study how future chefs may or may not consider to reduce the amount of meat in their menus, in relation to the literature that shows links between representations, identities, and relationship with meat. Culinary students from two French schools ( n = 286) were investigated. Participants' representations of the effectiveness of pro-environmental measures in restaurants were analysed using t -tests, while the association of identities on intentions to reduce meat was examined with bivariate and multivariate regressions. The results indicate that future chefs perceive meat reduction in favour of plant-based products in the offer (dishes, menu) less favourably than other measures (e.g., favouring local sourcing, limiting waste, etc.). Furthermore, environmental, food, and cultural identities are associated to future chefs' intentions to reduce meat in favour of plant-based products. Theoretical and managerial implications are suggested, as well as perspectives for future research. • Future chefs do not see reducing meat consumption in favour of vegetables as an effective sustainability measure. • Knowledge of meat cooking is central to the chef's professional identity. • Professional and gender identities are not conducive to a less meat-based, more plant-based diet. • Cultural, pro-environmental and dietary identities influence intentions towards a less meaty and more plant-based cuisine.