Identifying segment-specific barriers to ordering environmentally sustainable plant-based meat dishes in restaurantsFechner, David (Avtor) Grün, Bettina (Avtor) Dolnicar, Sara (Avtor) Eating less meat when dining out can help mitigate climate change. Plant-based meats can facilitate the transition to a more environmentally sustainable tourism sector. However, uptake of these products remains low. Building on the capability-opportunity-motivation behaviour model, this study identifies the main reasons for the general population of restaurant patrons to reject plant-based meats: they prefer meat and traditional vegetable dishes; they are concerned about not enjoying plant-based meat dishes; they perceive plant-based meat dishes as too expensive. Accounting for heterogeneity among diners leads to the identification of six distinct consumer segments, which differ in their reasons for not ordering plant-based meat dishes in restaurants. From these empirical insights, we derive recommendations for tourism professionals on how to entice specific consumer segments to order plant-based meat dishes and identify future avenues for research.20252026-02-03 09:17:53Članek v reviji22597UDK: 613.2ISSN pri članku: 0966-9582DOI: 10.1080/09669582.2024.2342982COBISS.SI-ID: 237422083sl