Tastiness of meat and plant protein foods are associated with political partisanship and may be influenced by partisan messaging

Taste is a frequently cited barrier to greater adoption of plant-based foods. Many person-related factors that moderate the acceptance of plant-based foods (e.g., environmental concerns, the cultural value of meat, etc.) are also associated with political ideologies. Although political affiliation is an increasingly prominent personal identity, its involvement in the acceptance of plant-based diets is vastly understudied. To test our hypothesis that political leaning influences acceptance of plant-based foods, we designed two consumer studies to assess 1) differences in meat and plant-based food liking and behavioral intentions between members of different political parties in the United States and 2) the impact of a novel messaging strategy - partisan endorsement of plantbased recommendations - on expected taste (online survey) and experienced taste (central location test). Respondents identifying as Democrats reported higher expected taste, purchase intention, consumption intention, and eating frequency of plant protein foods, while Republicans reported higher expected meat tastiness, meat consumption intention, and meat consumption frequency. However, we found a limited effect of partisan endorsement on expected and experienced taste of plant-based foods. Notably, endorsement of plant-based foods from party leaders that matched a participant's political affiliation decreased the taste liking of a beef/pork meatball. Factors such as moral satisfaction, meat attachment, and social norms differed by political affiliation and these factors were associated with expected and/or experienced taste of both meat and plant protein foods. Accounting for political affiliations may enhance targeted strategies for plant-based food promotion and thus support acceptance of this healthy and sustainable food option.