The sustainability liability revisited: Positive versus negative differentiation of novel products by sustainability attributes.

In response to a growing consumer trend towards meat reduction and more plant-based diets, the food industry develops meat-reduced food innovations, such as blended products which replace part of their meat with plant-based ingredients. These products are usually promoted as being more sustainable than existing products. However, it is not clear whether sustainability attributes are used by consumers to positively or negatively differentiate these novel products from existing ones.