Drivers, barriers, and intentions related to substituting meat with pulses: a comparative study in at-home and out-of-home settings in Germany

Pulses and pulse-based products are a promising alternative to meat since they have nutritional and environmental benefits. However, their consumption in Germany remains low. In this study, we investigate the factors influencing German consumers' intention to substitute meat with pulses, comparing at-home and out-of-home settings. Based on a nationwide online survey ( n = 964), hierarchical regression models were used to analyze person-related, nutritional–psychological, and product-related predictors. The results indicate that meat attachment, age, and an omnivorous diet are significant negative predictors of substitution intention in both settings. Attitudes toward pulses as (ingredients in) food negatively predict substitution intention, potentially indicating moral licensing or an attitude–behavior gap. Contrastingly, subjective norms are significant positive predictors—particularly in out-of-home settings. Taste- and texture-related motives for consuming pulses are relevant only in at-home contexts. These findings emphasize the need for context-sensitive strategies: Efforts to overcome sensory and practical barriers are required in at-home settings, while efforts to make out-of-home settings leverage points through norm-based interventions and professional meal preparation are required. Ensuring product availability and implementing tailored communication are also essential for transitioning toward more plant-based diets.