Plant-based eating: Exploring at home vs dining out behaviours across consumer segments

A global shift toward predominantly meat-free diets is essential to achieve more sustainable food systems, yet the transition remains far from complete. This paper investigates the systemic and behavioural dynamics shaping the adoption of plant-based eating of veg*ns, meat reducers, and omnivores in different dining settings. We analyse data from 3,014 Australian participants recruited primarily through a plant-based living magazine to uncover the drivers and barriers for choosing plant-based meals at home and when dining out. The study also investigates the relationship between the frequency of people's meat eating and their capability, opportunity, and motivation to eat plant-based foods. We find that plant-based eating is shaped by distinct behavioural dynamics at home versus when dining out across all dietary groups. Motivation negatively predicts meat consumption frequency for all groups and capability negatively predicts meat consumption frequency for meat reducers and omnivores. When dining out, opportunity positively predicts frequency of meat consumption for omnivores. This research has key implications for policy setting, menu innovation, and ecosystem readiness.