I am not Sure if I'll try: Barriers & Drivers of Consumption of Plant-Based Meat Alternative among Indian Consumers.

This article investigates the barriers and drivers influencing the adoption of plant-based meat alternatives (PBMA) among Indian consumers, using the theory of consumption values—which includes functional, social, emotional, conditional, and epistemic values—as an analytical framework. The study, based on structured retail observations and focus group discussions with 45 participants across diverse demographics, reveals that Indian consumers experience confusion and resistance primarily due to the “delusional” positioning of PBMA products labeled with terms like "chicken" or "meat," which alienates both vegetarians (for religious and cultural reasons) and non-vegetarians (who view such labeling as deceptive). Key barriers include perceptions of unnaturalness, high price, limited availability, sensory dissatisfaction, and food neophobia, while drivers encompass health consciousness, trusted brands, appealing packaging, influencer endorsements, and curiosity among neophiliac consumers. The findings suggest that repositioning PBMA as a distinct vegetarian category with clear labeling, improving product variety and availability, and targeting young urban consumers could enhance acceptance, offering implications for marketers, policymakers, and sustainability advocates in India’s emerging plant-based food market.