Change Meat Resistance: Systematic Literature Review on Consumer Resistance to the Alternative Protein Transition.

Abstract

Consumer resistance significantly impedes the transition from animal-derived proteins to alternative protein sources through a dual mechanism: consumer reluctance to change entrenched meat-eating habits and hesitation among policymakers, marketers, and practitioners due to anticipated resistance. The concept of resistance is intricate and viewed diversely across research disciplines. We conducted an extensive systematic literature review supplemented by an artificial intelligence-based approach. We evaluated 3,387 studies to identify 51 key papers. The results reveal that resistance is under-researched. Resistance to plant-based diets is associated with practical barriers, whereas resistance to reducing meat consumption is tied more to moral and social aspects. Resistance predominantly manifests among unmotivated meat lovers with strong meat-eating habits. On a positive note, resistance reflects consumer concerns, tends to diminish over time, is overrated, and is specifically linked to specific consumer groups. Thus, addressing resistance is vital, as it facilitates the transition to a more sustainable and healthy food supply that relies less on animal proteins.