Conservative consumer disinterest in plant-based meat: A problem of message incongruence

The drive to encourage consumers to reduce animal meat protein has resulted in a substantial market for plant-based meat products. Despite willingness and acceptance among certain sectors of the population, there remains a large proportion of consumers unwilling to try plant-based meat. Through the lens of political ideology and applying message congruence theory, we demonstrate that current message framing is incongruent to conservative consumers in the USA. A pre-test (n = 262), using political ideology to predict willingness to try plant-based meat, revealed a significant effect such that conservatives were significantly less likely to want to learn about plant-based meat or to try it. A content analysis (n = 82) of press releases from a major plant-based meat company highlights that plant-based meat is promoted based on three key benefits: taste, health and the environment. Finally, in an experiment, conservative participants (n = 200) were randomly assigned to view an advertisement for a plant-based meat company that either cited environmental benefits or did not. Results demonstrate the presence of incongruence in messaging, where environmental benefits are shown to be less effective for conservative leaning consumers.