Environmental beliefs, animal connection, and adoption of plant-based protein alternatives in Japan: A structural equation modeling approach

Livestock farming contributes substantially to environmental degradation and ethical concerns, prompting interest in plant-based protein alternatives (PBPA). However, consumer acceptance varies across cultures. Japan presents a unique case: it has a long history of soy-based cuisine yet limited exposure to modern meat analogs and a relatively low awareness of farmed animal welfare. Using secondary survey data for Japan (N = 555) obtained from an international dataset on public support for farmed animal welfare this study applies structural equation modeling to examine how two altruistic beliefs—personal connection with farmed animals (PCFA) and belief in livestock farming’s environmental consequences (BENV)—relate to Japanese consumers’ PBPA attitudes, behaviors, and satisfaction. Both PCFA and BENV were positively associated with favorable attitudes, with environmental beliefs showing a stronger relationship. Attitudes predicted PBPA consumption, which then predicted satisfaction, highlighting the key role of a first trial. Consumers who engage in trial and regular consumption report significantly higher satisfaction, particularly with taste, although price and availability barriers remain. These findings indicate that sustainability framing and culturally resonant narratives may be more effective drivers of PBPA adoption in Japan than animal welfare appeals alone. Policy and industry strategies that lower trial barriers and align PBPA with Japanese culinary formats can accelerate sustainable protein transitions.