Perceived motivators and barriers to consuming a plant-based diet: a qualitative research study.

Background: Following a plant-based diet is associated with reduced risk of cardiometabolic diseases and lower greenhouse gas emissions. Yet, the determinants of plant-based diet adoption in the United States remain poorly understood.

Objective: Our study aimed to identify motivators and barriers to following a plant-based diet in Baltimore-area vegan and vegetarian communities.

Methods: Semi-structured individual interviews were conducted in person or via videoconference during July and August 2023. Men and women, white and non-white adult participants (n = 12), who were either currently consuming a plant-based diet or interested in starting to consume a plant-based diet, were recruited from Baltimore-area communities. Thematic analysis was performed using verbatim transcripts and coded with NVivo R1 (2020) (version 1.7.1).

Results: Six key themes related to motivators and barriers to consuming a plant-based diet were: 1. personal factors and cultural beliefs; 2. social influences; 3. consumption of plant-based diets at home and away from home; 4. challenges in awareness and access; 5. perceptions of meat and dairy alternatives; and 6. external facilitators. Beliefs driving dietary adoption were related to animal welfare, environmental concerns, health, and culture. Influences from loved ones played an important role in shaping dietary choices. Barriers included a lack of inclusiveness, insufficient education on nutritional quality and food preparation skills, and limited availability of plant-based products. Meat and dairy alternatives were common components of plant-based diets and helped with diet transition, though nutritional quality was a concern. Facilitators included improved access to affordable, healthy foods, recipes, and support from others.

Conclusions: Findings can inform strategies for promoting plant-based diets by supporting individuals to overcome social challenges, providing nutrition-related information and education, and improving access to affordable, high-quality plant-based products and meat alternatives.