Polish Consumers' Attachment to Meat: Food and Plant-Based Meat Alternative Choices

Background/Objectives: Poland has remained one of the leaders in meat consumption in Europe for years. This study aimed to determine the relationship between Polish consumers' meat attachment and willingness to change their consumption habits to plant-based foods and meat, using self-assessment, including attitudes toward health, naturalness of food, product novelty, and willingness to seek information about these products. In addition, the relationship between the meat attachment of the surveyed individuals consuming plant-based meat alternatives and their attitudes towards these products was assessed. Methods: A representative survey with 1003 respondents was conducted using the CAWI (computer-assisted web interview) method. Four consumer clusters were identified using the k-means method: Meat lovers, Meat neutral, Meat attached, and Meat opponents. Results: The Meat lovers cluster was characterized by dominant values for entitlement and hedonism and the least willingness to consume plant-based products in the coming year. It was represented by those who care about their health and like product novelty while lacking familiarity with and willingness to try plant-based meat alternatives. The Meat opponents cluster was distinguished by having the highest readiness for eating plant-based products. These individuals valued the naturalness of food, disliked buying new food products, and were familiar with plant-based meat alternatives but consumed them occasionally. Furthermore, cluster membership differed after considering gender, education level, and place of residence. Conclusions: The findings indicate the need for educational and marketing activities to raise awareness of the health and environmental benefits resulting from reducing meat consumption to decrease meat attachment.