Plant-Based Meat and the Perceived Familiarity Gap Hypothesis: The Role of Health and Environmental Consciousness

Pengya Ai, Sofia Contreras-Yap, Shirley S. Ho


This study investigates the effect of motivational factors on the perceived familiarity gap in the context of plant-based meat alternatives (PBMAs). Through a nationally representative survey of 1,008 adults in Singapore, this study finds a perceived familiarity gap for PBMAs between less- and more-educated people and that attention to television news, newspapers, television programs, the Internet, and social media narrows the perceived familiarity gap. Furthermore, the study finds significant three-way interactions among newspaper attention, education, and environmental consciousness, as well as three-way interactions among television news attention, education, and environmental consciousness. Theoretical and practical contributions are discussed.


plant-based meat, knowledge gap hypothesis, sustainable food, meat alternative, mass media, survey

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