Date of Award

Spring 2021

Degree Type


Director of Thesis

Dr. Kenneth Erickson

Second Reader

Dr. Donald Schepker


The world faces many environmental problems that can be linked to human activity, including links to the production of food. The meat industry is often seen as a major contributor to such problems. Meat alternatives are often proposed as a way to address these environmental problems. However, these products face barriers when it comes to their adoption by consumers, and firms that produce meat alternatives must overcome these barriers to be successful. I used data from a variety of academic works, newspaper articles, research reports, and company websites to find that these barriers are related to taste, nutrition, convenience, expense, law, perceived unnaturalness, and culture. Firms have addressed such barriers through methods including research and development, marketing campaigns, and legal action, amongst others.

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