Driving plant-based meat adoption

: motivations, barriers and change-management strategies for Germany

Abstract

Plant-based meat (PBM) promises substantial environmental and health benefits, yet adoption in Germany remains limited. This thesis, titled <Driving Plant-Based Meat Adoption: Motivations, Barriers and Change-Management Strategies for Germany=, investigates which motivations, perceived barriers, and social-norm cues drive or hinder PBM adoption and how change-management principles can accelerate the adoption. An online questionnaire was completed by 165 German consumers (omnivores, flexitarians, vegetarians, and vegans), and the data was analysed using descriptive statistics, Kruskal3Wallis tests, multiple OLS regressions, and Friedman rank tests. These empirical findings were then integrated with the Theory of Planned Behaviour combined with Lewin9s and Kotter9s change models to better address adoption dynamics. Overall, the results showed that environmental concerns and the perception that peers are cutting back on meat emerged as the strongest predictors of willingness to consume PBM. Taste and price dominated barrier ratings. Contrary to expectations, flexitarians do not consume PBM most frequently, instead vegetarians and vegans do. Motivations varied among dietary subgroups, with environmental appeals resonating more with frequent meat consumers, while animal welfare motives were stronger drivers for vegetarians and vegans. Building on these insights, the thesis outlines evidence-based interventions such as eco-impact comparisons, expert endorsements, sampling campaigns, and transparent ingredient communication that frame PBM as a low-effort, high-impact choice. Limitations of the thesis include a youth-focused convenience sample and cross-sectional design. Future longitudinal and field studies on this subject are recommended.

Date of Award	26 Jun 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Miguel Rita (Supervisor)