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Mediation‐moderation model.

Mediation‐moderation model.

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Traditional livestock meat poses sustainability challenges, while insect proteins offer a low‐impact alternative. Cultural barriers, such as uncertainty avoidance, hinder widespread acceptance of insect‐based foods, despite a growing market. Research on consumer attitudes and purchase intentions towards insect‐based foods yields mixed results, prom...

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This study investigates factors influencing the ongoing consumption of contemporary plant‐based meat analogues (PBMAs), focusing specifically on products designed to mimic the taste, texture, and nutritional value of traditional meat products. We do this by exploring the tensions between established and emerging food consumption practices. Through the lens of social practice theory, the research examines how shifting meanings, competencies, and material elements shape the habitual integration of meat analogues into daily routines. A qualitative methodology, involving online food diaries and in‐depth interviews with US‐based consumers, was employed to explore these dynamics. Analysis revealed three important mechanisms in the reconfiguration of meat analogue consumption practices: reinforcing practice reproduction, appropriating knowledge and skills, and product progression. Together, these mechanisms highlight the pathways for successful food practice transformation and the sustained inclusion of meat proteins in consumers' daily routines.