Purpose – The purpose of this paper is to analyze the barriers
perceived by consumers to lowering their meat consumption levels and
adopting a plant-based diet, which means a diet that includes mainly
non-meat foods, yet it can contain both vegetarian and meat meals.
Design/methodology/approach – The prevalence of different barriers for
following a plant-based diet is addressed, as well as consumer profiles
considering socio-demographics, values and meat consumption frequencies.
The …
