Table A1.

Constructs of motivation with associated questionnaire items and sources.

Construct	Scale/Items	Source
Animal welfare	I think animal welfare is important	[6]
Environment	It’s better for the environment	[6]
Sensory appeal	I like the sensory aspects such as taste and mouthfeel	[50]
Health	I would like a plant-based alternative source of protein	[50]
	It contributes to a healthy diet for me	[48]
	It’s healthier, not frequently eating meat	[6]
Product lifestyle	I am interested in the advertising and the product design	[49]
	I am curious about new foods	[49,51]
Social setting	Others in the household don’t want to eat animal-based products	[6]
Convenience	It is easy to prepare	[48,51]