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Eating less meat when dining out can help mitigate climate change. Plant-based meats can facilitate the transition to a more environmentally sustainable tourism sector. However, uptake of these products remains low. Building on the capability-opportunity-motivation behaviour model, this study identi ...

Encouraging consumers to order plant-based dishes when dining out contributes to a more sustainable food system. Yet even environmentally conscious diners often order meat dishes because they prioritise taste and familiarity over sustainability. Grounded in identity theory, cognitive dissonance theo ...

Ordering plant-based meat dishes helps the hospitality industry progress toward net zero, yet most guests order traditional meat dishes because they are unfamiliar with meat alternatives. We test whether watching a video about the manufacturing process of plant-based meat alters simulated restaurant ...

Replacing some meat dishes with plant-based alternatives would make the hospitality industry more environmentally sustainable. Yet plant-based meat dishes are rarely served in restaurants. We conducted a sequential mixed-methods study focusing on the demand side to develop and empirically test a min ...