... In addition, we selected the following control variables since they have been identified in the food consumption literature as the most relevant predictors of meat consumption and the willingness to switch to more plant-based diets as well as respective policy support. Hence, in addition to basic sociodemographic variables (e.g., age, gender, education, income, household size) we also asked questions on: a) participants diets because meat consumption habits affect the willingness to eat more plant-based products (Graça et al., 2019); b) their food shopping criteria, especially how much emphasis they put on sustainability criteria such as animal welfare and environmental impacts of food products Fesenfeld, Sun, Wicki, & Bernauer, 2021); c) the amount of substitutes consumed, e.g., by friends, family etc. to analyze the degree of socialization of eating plant-based meat substitutes in their closer environment (Graça et al., 2019;Markowski & Roxburgh, 2019); d) their food neophobia to determine the degree of reluctance to try new foods using the original Food Neophobia Scale (Pliner & Hobden, 1992;Siegrist & Hartmann, 2020); e) their perceived ability to cook with meat substitutes as a proxy for the participants ability to switch to more plantbased diets (Graça et al., 2019;Schösler et al., 2012); f) their perceived availability of meat substitute products when shopping which has been shown to be a barrier to changing the diet accordingly (Apostolidis & McLeay, 2016); g) their household characteristics influencing the likelihood of following more plant-based diets (Graça et al., 2019;Koch et al., 2019;Markowski & Roxburgh, 2019); h) their shopping behavior, i.e., the frequency of them going food shopping by themselves, as a predictor of higher or lower involvement in food purchasing (Apostolidis & McLeay, 2016); i) their use of a shoppinglist as a proxy of translating purchasing intentions into actual behavior (Kamm et al., 2015) (see the detailed question wording in the questionnaire in Appendix J). ...