Perceptions of plant-based meat among Brazilian consumers

ABSTRACT: This study explored the perceptions of plant-based meat among different socio and demographic segments of Brazilian consumers. The research included 763 participants, predominantly women, living in urban areas and with a high level of education. The analysis revealed that income, education, and age significantly affect perceptions of these products. Lower-income consumers often view plant-based meat as expensive and inaccessible, while those with higher purchasing power value its quality and convenience, indicating a greater propensity for adoption, particularly when aligned with ethical and health concerns. Education emerged as a key factor, with more educated individuals demonstrating greater awareness of the benefits. The word association task highlighted diverse perceptions: positive terms such as ‘sustainable’ and ‘healthy’ reflect appreciation, while negative terms like ‘fake’ and ‘industrialized’ expose skepticism. The study concluded that the acceptance of plant-based meat in Brazil is influenced by multiple factors and calls for tailored strategies to enhance accessibility, address consumer concerns, and promote culturally relevant solutions for more sustainable diets.