No description available.

Background: Environmental sustainability and climate change are of increasing concern. The agriculture and food sector generate a large negative impact on the environment, and whilst the awareness is increasing, limited change in behaviour is visible. This resulted in the exploration of opportunities in relation to this topic, where meat consumption, meat substitutes and reactions to messaging are the main focus.  Purpose: From an environmentally sustainable perspective, to understand how European Millennial and Gen Z consumers react to message appeals on the packaging of meat substitutes, by using the PMT.  Method: A qualitative approach was followed to understand the reactions from European Millennial and Gen Z consumers when showing different message appeals on the packaging of meat substitutes. To explore their feelings, attitudes and perception towards these message appeals, and how this could influence their reaction, semi-structured interviews were conducted.  Conclusion: The results show that message appeals are effective when applying PMT to explore the reaction to reduce meat consumption. The emotional appeal was found to be the most effective. The informational appeal is moderately effective as the effectiveness depends on presentation and communication, and reduce appeal is found ineffective.