As plant-based meat alternatives gain attention around the world, a study by Sultan Qaboos University (SQU) has explored whether such products could find a place in the diets of young Omanis, where meat remains closely associated with hospitality, generosity and social traditions.
The study, conducted by Dr. Mohammed bin Hamad Al-Rizeiqi, from the College of Agricultural and Marine Sciences, examined the factors influencing young Omanis’ intentions to consume plant-based meat. Published in the Journal of Agricultural and Marine Sciences, the study used the Theory of Planned Behaviour, a framework commonly applied to understand how attitudes, social influences and perceived control shape people’s decisions.
In Oman, meat has traditionally held an important place in the local diet and social life. It is a familiar feature of family gatherings, celebrations and occasions of hospitality, making dietary shifts particularly relevant to the country’s cultural context.
The study found that attitudes, perceived behavioural control and social influence together accounted for more than half of the variation in participants’ intentions to consume plant-based meat.
Among these factors, personal attitudes emerged as the strongest influence. The finding points to the role of consumers’ perceptions of the health and environmental benefits associated with plant-based alternatives. Perceived behavioural control ranked second, reflecting individuals’ willingness and confidence in their ability to change or regulate their food choices.
Social influence, including the role of family, friends and wider social circles, ranked third. Although it had a weaker influence than the other two factors, it still showed a statistically significant relationship with participants’ intentions.
The study also identified a gender difference. Female students expressed a greater intention to shift towards plant-based meat options than male students, while educational level was not found to have a statistically significant effect.
The findings suggest that education and academic knowledge alone may not be sufficient to change established dietary habits. Instead, attitudes, cultural influences and the social environment may play an important role in determining whether consumers are willing to consider alternatives to conventional meat.
The study recommends greater support for plant-based meat products, including strengthening their availability in the market and developing awareness initiatives that address both consumers’ knowledge and emotional responses to food choices.
Such efforts, the study suggests, could contribute to a changing food culture in Oman by expanding the range of available dietary choices while addressing health and environmental considerations.
As Oman’s food landscape continues to evolve, the findings raise a broader question: whether plant-based meat can move beyond being an emerging alternative and become part of the country’s changing culinary landscape.
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