The impact of social media visual features on acceptance of meat substitute

There is a growing demand for meat substitutes among consumers, given that excessive meat consumption is associated with negative consequences for personal health and the environment.


Meat overconsumption can lead to negative impact on personal health, animal ethics and the environment (Godfray et al., 2018; Gonzalez et al., 2020; McAfee et al., 2010). As a result, there is a growth of flexitarian, vegan, and vegetarian diets (Veganz, 2020) and there is a growing demand for meat substitutes among consumers (He et al., 2020; Schosler et al., 2012; Tziva et al., 2020). Indeed, the plant protein market is expected to grow from $9.1 billion in 2018 to $13.9 billion by 2023 with a compound annual growth rate of 8.8% (Laxmi, 2020). This consumer demand drives different...

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