What stops consumers from choosing more plant-based options?

There is a clear need to reduce our meat consumption. Despite positive trends surrounding vegetarian food, flexitarianism, and the amount of vegetarian products available in stores, meat consumption in general has not decreased very much at all.

Studies have shown that several types of barriers exist which prevent people from switching to more sustainable habits and reduced meat consumption. These barriers can generally be classified as emotional (how we feel about the product and the contexts in which is it used), cognitive (how we see the product based on surrounding information, for example, packaging) and sensory b(how the products taste, smell, and feel).