Consumption-Evoked Emotions from Meat and Plant-Based Meat Alternatives and Their Influence on Meat Reduction

Growing concerns about health and sustainability have increased interest in meat consumption and reduction. Emotions evoked during the consumption of meat and plant-based alternatives can significantly shape choices. This review examines theoretical and empirical evidence on emotions experienced during the consumption of meat and plant-based alternatives. Drawing on practice theory and the theory of constructed emotion, it proposes a mechanism through which emotions evoked during consumption influence subsequent decisions to consume or reduce meat. This narrative review first defines emotions and examines their role in meat consumption and reduction and then evaluates studies on emotions elicited by tasting meat and plant-based alternatives. The findings suggest that discussions around meat consumption evoke emotions of both positive and negative valence, which may create cognitive dissonance. However, during actual meat consumption, emotions of positive valence are most commonly reported. In contrast, plant-based alternatives tend to elicit emotions of negative valence, particularly when their sensory characteristics differ substantially from those of meat. This review hypothesises that emotions experienced during meat consumption generate prediction errors that update the brain's internal model, thereby reinforcing or adjusting subsequent attitudes and choices. This mechanism is conceptualised as the Consumption-Emotion-Update (CEU) framework. Understanding how consumption-evoked emotions shape food choice behaviour may inform strategies aimed at promoting healthier and more sustainable diets.