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            <title xml:lang="en">The influence of personal and pro-social concerns on consumers’ evaluation of meat substitutes</title>
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                <title xml:lang="en">The influence of personal and pro-social concerns on consumers’ evaluation of meat substitutes</title>
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              <p>Purpose Although meat substitutes are promoted as a strategy to lower our carbon footprint, adopting these products has been met with mixed and ambiguous public reactions. This study explores how personal (health, taste and economic) and pro-social (cultural, environmental and animal welfare) factors jointly influence consumer evaluations of meat substitutes. Design/methodology/approach Textual analysis of 65 discussion threads and 33,797 unique text observations from natural conversations on Reddit was used to identify nuanced patterns and interactions of the personal and pro-social factors influencing evaluations. Findings This study shows that consumer attitudes go beyond binary, or strictly “pro” or “against” meat substitutes (or meat), a dichotomy often depicted in public discourse. Drivers of those attitudes and evaluations are complex, extending beyond environmental or taste considerations. Findings illustrate how multiple concerns interactively influence consumer evaluations, counterbalancing one another depending on context. Originality/value Despite the multi-faceted nature of the drivers of consumers’ evaluations of meat substitutes, recent research has begun to explore some of the factors (e.g. environmental, health or taste) influencing evaluations of meat substitute products in isolation. Extending this literature, the results of this textual analysis show how personal and pro-social factors combine and interact to influence evaluations of meat substitutes. These findings demonstrate consumer evaluations’ complex, multi-faceted nature, providing insights for food marketers and policy-makers regulating their positioning and promotion.</p>
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