Why sustainable protein transitions stall: the role of consumer attitudes in constraining plant-based meat adoption in South Africa

Purpose This study examines the dominant consumer attitudes limiting the sustained and frequent consumption of plant-based meat alternatives (PBMAs), specifically plant-based burger patties, among South African consumers. While prior research has focused on reducing barriers to initial trial, persistent psychological factors continue to constrain mainstream dietary integration. The study aims to identify these attitudinal barriers and assess their relative influence on regular consumption behaviour. Design/methodology/approach The study employs principal component analysis to identify and evaluate the dominant consumer attitudes, and regression analysis was used to determine their influence on PBMA consumption. Survey data from South African consumers were analysed to determine the extent to which specific psychological constructs predict reduced frequency of plant-based burger consumption. Demographic patterns associated with these attitudes were also examined. Findings Food technology neophobia and the belief that government, rather than individuals, should drive progressiveness in the food system emerged as the dominant psychological barriers to regular PBMA consumption. Consistent with global sustainable consumption trends, these attitudes significantly reduced mainstream adoption. These barriers were less pronounced among younger consumers, females, vegans/vegetarians and individuals with higher education levels. In contrast to the mixed findings reported in previous studies, this study found that higher-income consumers exhibited stronger psychological barriers to frequent PBMA consumption, highlighting the need to better understand the income effect on PBMA consumption. Originality/value The study advances existing literature by shifting focus from trial behaviour to sustained consumption, highlighting the role of responsibility attribution and technology-related scepticism in shaping dietary transitions. It provides actionable insights for policymakers and industry stakeholders seeking to accelerate the mainstreaming of PBMAs through consumer education and targeted market strategies.