The principal motivations for the worldwide trend towards reducing meat consumption are health, the environment and animal welfare. The present study investigated the willingness of omnivores to introduce mixed (beef-vegetable protein) and 100% vegetable protein products into their diet. The participants (n = 251) were young adult omnivores who consumed meat at least once a week. The stimuli were images of six different products representing two beef burgers, two mixed-protein burgers (50% beef and 50% seitan or soy) and two 100% vegetable protein burgers (seitan and soy).
