Meat eaters view plant-based meat as riskier and offering less value than conventional meat, regardless of how it is marketed, according to new Adelaide University research. “Their existing perceptions of plant-based meat as riskier and offering less value remained the strongest influence on their decisions. The findings support earlier research showing consumers remain more hesitant about plant-based meat than conventional meat, while providing new insight into the perceptions driving that reluctance. Email: [email protected]Lara Pacillo, Media Officer, Adelaide University. Email: [email protected]