Cured meats consumption presents a dual challenge due to the presence of carcinogens formed from nitrites and the broader need to reduce overall meat intake. This study aimed to better understand individuals beliefs, intentions, and expectations of cured meat alternatives. This was done avoiding treating meat reduction as a general issue isolated from meat-based products, as is often the case, and instead focusing on a specific product category and cultural context, considering both plant-based and healthier, nitrite-free, meat-based alternatives as they appear in real-world decision-making contexts. To do so, in-depth, semi-structured interviews were conducted based on a combination of the Theory of Planned Behaviour with an experiential tasting component. Reflexive Thematic Analysis was then employed to enable a deeper exploration of psychological constructs alongside real-life responses. Results showed that while participants recognised environmental, health, and ethical benefits in plant-based cured meat alternatives, they also expressed concerns, particularly around social judgment, convenience, and perceived ambiguity about the products. Nitrite-free options were generally viewed more favourably, with clearer health benefits and fewer disadvantages. Cost emerged as a common barrier for both categories. Sensory expectations, perceptions of naturalness, and social influences shaped participants’ intentions. Interestingly, purchase intent increased after tasting for both categories. Regarding plant-based alternatives, ambiguity emerged as a key theme. Participants struggled to understand their diverse range and categorise them within familiar food groups, which reduced their perceived control over the products. These outcomes aim to inform future research employing quantitative analysis and to support interventions in the field of protein transition.
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