Meatless Momentum: Food-Related Lifestyle Drivers of Plant-Based Meat Alternative Adoption.

Background/Objectives: Interest in alternatives to animal-derived products has gained momentum, driven by health, environmental, and ethical concerns. However, consumer interest in plant-based meat alternatives (PBMAs) remains highly heterogeneous. This study employs the core dimensions of the Food-Related Lifestyle (FRL) framework for consumer segmentation to deepen understanding of PBMA adoption in a meat-centric context such as Poland, and to derive segment-specific recommendations that support the transition toward plant-based diets. Methods: A cross-sectional survey was conducted among a representative sample of Polish adults (n = 1200). Consumer segmentation was performed using a two-step cluster analysis based on the three FRL dimensions-food involvement, innovativeness, and responsibility. Results: Four distinct consumer clusters emerged, differing significantly across all FRL dimensions (p < 0.001). Cluster 1, Traditionalists (18.5%), demonstrated high food involvement but the lowest innovativeness, showing the highest proportion of non-buyers and strong environmental scepticism. Cluster 2, Conscious Food Enthusiasts (24.6%), demonstrated the highest scores across all FRL dimensions, reported the most frequent PBMA purchases, and showed a strong sustainability orientation combined with a pronounced appreciation for sensory quality and eating enjoyment. Cluster 3, Moderates (38.8%) occupied intermediate positions exhibiting moderate PBMA purchasing frequency but expressing concern about food waste. Cluster 4, Careless Food Lovers (18.2%, n = 218), showed high food involvement and innovativeness, but the lowest responsibility, characterised by pronounced environmental scepticism. Conclusions: The study shows that consumer segments with similar levels of food involvement differ in their perceptions, beliefs, and willingness to adopt PBMAs, primarily according to their environmental orientation. These findings highlight that a strong interest in food alone does not translate into acceptance of plant-based alternatives unless accompanied by sustainability-oriented values. Overall, the results offer practical guidance for designing marketing, product development, and policy initiatives tailored to distinct consumer profiles, supporting the transition toward more plant-based dietary patterns.