How anthropomorphism shapes restaurant customers' consumption of plant-based meat alternatives: Perceptions, attitudes, and intention to visit.

Despite the prevalence of plant-based meat alternatives (PBMA), the acceptance of this novelty among restaurant customers has been overlooked. Using an experimental approach, we investigated the effectiveness of anthropomorphism in making PBMA appealing to non-vegetarians. Drawing on construal level theory, our findings suggest that anthropomorphism through abstract framing increases perceived human-likeness and reduces state reactance compared to non-anthropomorphism. This, in turn, leads to a more positive attitude and greater visit intention. Theoretical and practical implications for developing marketing communication strategies to achieve upselling of PBMA in restaurants are discussed. • Anthropomorphism determines customers' attitudes and their intention to visit a restaurant that promotes PBMA. • Abstract framing boosts the anthropomorphism effect on attitude and visit intention. • Perceived human-likeness accounts for the positive effect of anthropomorphism. • State reactance also mediates the anthropomorphism effect. [ABSTRACT FROM AUTHOR]