Sparking curiosity, reducing risk, or increasing attention? A contest of theoretical mechanisms for encouraging plant-based meat choices in restaurants

Ordering plant-based meat dishes helps the hospitality industry progress toward net zero, yet most guests order traditional meat dishes because they are unfamiliar with meat alternatives. We test whether watching a video about the manufacturing process of plant-based meat alters simulated restaurant orders. Grounded in perceived risk theory, exploratory consumer behaviour literature, and hierarchy-of-effects models, we examine three theoretical mechanisms that could explain why the video alters food choices: reduced perceived risk, increased curiosity, or increased attention to the plant-based meat dish. Results from a survey experiment ( n = 484) and an eye-tracking study ( n = 45) show that the video increases simulated ordering of the plant-based meat dish by increasing curiosity, rather than lowering perceived risk or directing attention. Identifying curiosity as the key mechanism represents the main theoretical contribution of this research. The findings also offer restaurants a practical approach to help lower food-related greenhouse gas emissions. • Plant-based meat manufacturing video triples simulated ordering. • Curiosity – not risk reduction – drives simulated choice of plant-based meat dishes. • Eye-tracking shows video does not increase menu attention to plant-based option. • Curiosity-provoking videos offer scalable interventions for sustainable dining.