Tasty or sustainable? Goal conflict in plant-based food choice

Marketers and policymakers navigate an evolving landscape where an increasing number of consumers are willing to consider the environmental impacts of meat consumption and shift towards plant-based proteins. This trend is exemplified by the increasing number of individuals who identify as flexitarians, preferring plant-forward diets though still consuming meat. Nevertheless, consumers juggle the conflicting desire for healthy and sustainable choices with the enjoyment of tasty food, which varies across contexts. Consequently, determining the appropriate framing for plant-based meat alternatives — when to emphasize health and sustainability or taste — poses a challenge not adequately addressed by previous research. This study delves into the nuanced impact of modifying goal salience by tailoring product attribute frames to align with contextual consumer goals, offering insights into engaging consumers with plant-based alternatives. These findings reveal that aligning a hedonic attribute frame with an active hedonic goal significantly enhances product engagement. Conversely, introducing a sustainability attribute frame in the presence of an active hedonic goal adversely influences taste expectations, leading to a decline in intentions to engage with the product. These insights offer valuable guidance for navigating the complexities of sustainable food choices and underscore the need to align messaging strategies with consumers' active goals.