Adult consumers’ perception of plant-based meat substitutes and related factors in Korea: a cross-sectional study

Objectives: We aimed to examine differences in experience, consumption, and perception of plant-based meat substitutes according to consumer characteristics, and to identify associated factors.Methods: In this cross-sectional study, 410 adult consumers were surveyed regarding their eating habits, experience with and consumption of plant-based meat substitutes, and their intentions and perceptions of these products. Statistical analyses were conducted.Results: Approximately 84% of participants had heard of plant-based meat substitutes, most commonly through mass media and social media. Overall, 65.12% reported having consumed plant-based substitutes, with higher consumption observed among older and more health-conscious individuals. The most common reason for consumption was curiosity about new foods (36.33%), whereas the primary reason for non-consumption was lack of opportunity (61.54%). Additionally, 77.32% of respondents indicated willingness to try plant-based substitutes, with taste identified as the most influential factor in purchasing decisions. Perception of plant-based meat substitutes was rated 3.82 out of 5, with significantly higher awareness among individuals aged 50–64, married individuals, housewives, graduate students or graduates, and those with irregular meal times or infrequent dining out.Conclusion: Older, married, more educated, and health-conscious individuals who dine out less frequently tend to have higher perception scores for plant-based meat substitutes, along with greater experience and stronger future use intention.