How anthropomorphism shapes restaurant customers’ consumption of plant-based meat alternatives: Perceptions, attitudes, and intention to visit

Despite the prevalence of plant-based meat alternatives (PBMA), the acceptance of this novelty among restaurant customers has been overlooked. Using an experimental approach, we investigated the effectiveness of anthropomorphism in making PBMA appealing to non-vegetarians. Drawing on construal level theory, our findings suggest that anthropomorphism through abstract framing increases perceived human-likeness and reduces state reactance compared to non-anthropomorphism. This, in turn, leads to a more positive attitude and greater visit intention. Theoretical and practical implications for developing marketing communication strategies to achieve upselling of PBMA in restaurants are discussed.