Taste alone won’t persuade Americans to swap out beef for plant-based burgers

Taste alone won’t persuade Americans to swap out beef for plant-based burgers: Consumers are more likely to choose a plant-based meat substitute when the restaurant’s advertising highlights the social benefits of doing so rather than its taste, according to recently published research I conducted with a colleague. We also found that showcasing the social costs of meat consumption also leads to a preference for plant-based “meats.”