Impact of implicit biases on consumer behavioural intention towards meat alternative proteins

Growing concerns about the ethical, health, and environmental impacts of rising meat consumption have driven interest in meat alternative proteins. However, consumer acceptance of meat alternative proteins remains a challenge, particularly in societies with deeply rooted meat consumption traditions. The present study investigated the main drivers and barriers influencing meat alternative protein acceptance and Spanish consumer behavioural intention towards its consumption by means of an extended version of the Theory of Planned Behaviour (TPB), including Moral Norm and Domain Specific Innovativeness scales. 95 consumers from two distinguished geographical locations participated in the survey, and Implicit Association Test was used to assess their subconscious biases and its effect on their intention to consume meat alternative proteins. Results showed that animal welfare, nutrition and reduction of the environmental impact were among the main drivers towards consumption of meat alternative products, while perception of them being highly processed and artificial raised ambiguity in relation to their health advantages. Consumer beliefs were influenced by age, education level, geographical location, and dietary habits, while gender had no significant effect. The TPB showed that attitude, innovation willingness, and consumers' sense of control regarding their purchase decisions, influenced their intention towards the consumption of meat alternative products. Moreover, the use of implicit techniques enabled the prediction of consumer behavioural intentions regarding meat alternative products based on their subconscious preconceptions, revealing the potential of integrating both techniques to identify specific strategies that encourage meat alternative protein adoption.