Who Is Structurally Able to Participate in the Sustainable Protein Transition and Through What Mechanisms?

ABSTRACT

This study examines participation in the transition toward sustainable protein consumption, with a focus on plant‐based alternative proteins. The paper draws on primary survey data from 500 adult Chinese consumers. Participation is measured using three outcomes: current consumption frequency, intention to increase consumption and willingness to pay a premium. Two behavioural indices are constructed to elicit sustainability motivation and behavioural capability. Logit models are used to estimate determinants of participation and to assess mediation pathways. Results show that awareness and current consumption are relatively high, while intentions and willingness to pay are more limited. Participation operates through two mechanisms: sustainability motivation which elicit pro‐transition attitudes toward environmental and animal welfare outcomes, and behavioural capability, representing readiness to try novel foods and act on motivations. Sustainability motivation is the strongest and most consistent predictor across all measures, while behavioural capability is crucial for translating motivation into action. Structural variables have limited direct effects once behavioural mechanisms are considered, although economic security and location, strongly shape behavioural capability. Predicted probabilities reveal participation gaps, with individuals low in both motivation and capability far less likely to adopt alternative proteins than those high in both. Policy implications point to addressing both motivational and behavioural barriers. Efforts could include targeted awareness campaigns highlighting environmental, health and ethical benefits, alongside initiatives that build behavioural capability through tasting opportunities, hands‐on experimentation and clear product information. Economic and structural barriers should be addressed through subsidies or price incentives for lower‐income and food‐insecure households and by expanding availability in diverse retail environments beyond major urban centres.