The 5W1H Framework of Consumption of Plant-Based Meat: A Systematic Literature Review

Plant-based meat, a new eco-friendly and animal-friendly replacement of meat is an emerging substitute in the market necessitating the need to understand its dynamic and ambiguous consumer behaviour. For this purpose, this study aims to consolidate the extant research in the field to understand the shift towards plant-based meat consumption and to provide future research directions. In total, 100 articles were identified as relevant for this review after an elaborate, rigorous and systematic screening procedure using the PRISMA review protocol. The analysis used a hybrid framework employing the TCCM (Theory, Context, Characteristics and Method) framework and was further outlined using the 5W-1H approach. The study discusses important marketing insights for practitioners and also provides directions for future research avenues.