Millennials’ intentions to buy plant-based meat alternatives: insights for quick-service restaurants.

Giuseppe Incardona; Maria Gebbels; Thi Hong Hai Nguyen

doi:10.24135/hi.v8i1.169

Giuseppe Incardona BA Hospitality Management Graduate, University of Greenwich, School of Management and Marketing
Maria Gebbels University of Greenwich
Thi Hong Hai Nguyen Associate Professor in Tourism and Events, University of Greenwich, School of Management and Marketing

DOI: https://doi.org/10.24135/hi.v8i1.169

Abstract

Rapid population growth, shifting consumption patterns, and environmental stresses are challenging food security, raising concerns about the global food system's ability to sustainably feed the projected 9.3 billion people by 2050. Additionally, the increasing demand for Quick-Service Restaurants (QSRs) (also known as ‘fast-food chains’) intensifies environmental concerns. Their large-scale food production and factory farming practices contribute significantly to environmental degradation and animal welfare issues. In response to growing consumer awareness of environmental issues, QSRs have begun incorporating plant-based meat alternatives into their menus to align with sustainability objectives and appeal to eco-conscious consumers, particularly millennials. However, these alternatives face acceptance challenges due to perceptions of being highly processed and potentially containing genetically modified organisms. It is therefore essential to have a better understanding of the market’s purchasing intention to effectively market plant-based meat alternatives and advance QSRs’ sustainable practices.

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Author Biographies

Giuseppe Incardona, BA Hospitality Management Graduate, University of Greenwich, School of Management and Marketing

Giuseppe Incardona graduated with a first-class BA Honours in Hospitality Management from the University of Greenwich in 2023. Passionate about the intersection of sustainability and technology, Giuseppe has a strong interest in exploring consumer acceptance of innovative sustainable food technologies and their influence on the restaurant industry. He is currently completing an MSc in Business Analytics from Bayes Business School (formerly CASS).

Maria Gebbels, University of Greenwich

Dr Maria Gebbels is an Associate Professor in Hospitality at the University of Greenwich. Her research focuses on gender dynamics and the advancement of women's careers within the hospitality industry. She explores the phenomenon of in-prison fine dining and employs critical hospitality as a framework to analyse social dynamics. She co-authored 'Adventure Tourist: Being, Knowing, Becoming'.

Thi Hong Hai Nguyen, Associate Professor in Tourism and Events, University of Greenwich, School of Management and Marketing

Dr Thi Hong Hai Nguyen is an Associate Professor at the School of Management & Marketing, Greenwich Business School, University of Greenwich. She holds a PhD in Tourism Management from the School of Hotel and Tourism Management at the Hong Kong Polytechnic University. Her current research focuses on tourist behaviour, tourist experience, heritage tourism, and destination management.