The Role of Brand Concepts in the Acceptance of Plant-based Meat Alternatives
(A2026-134002)

AUTHORS

Pjotr van Weert, Goettingen University; Yasemin Boztug, University of Goettingen

ABSTRACT

Plant-based meat alternatives (PBMAs) are promoted as sustainable and healthy substitutes for meat, yet consumer acceptance remains limited and highly heterogeneous. This study examines how value-based brand meanings shape consumer expectations and acceptance of PBMAs in the German market. Drawing on Schwartz’s human value framework, which conceptualizes brand meaning in terms of fundamental motivational value trade-offs, we first map the value profiles of familiar PBMA brands using survey data from 450 consumers. Results reveal two dominant positioning logics: sustainability–innovation versus tradition–performance, largely reflecting differences between new PBMA specialists and legacy meat brands. These value profiles illustrate fundamental motivational tensions in PBMA positioning. Building on these insights, subsequent experiments will test how brand values and familiarity translate into taste expectations, perceived quality, and purchase intentions.