Table 2 Categories of motives that...

Table 2

Categories of motives that emerged from the thematic content analysis

Category	Motives in this category refer to…	Examples of motives	Frequency per usage situation
Category	Motives in this category refer to…	Examples of motives	Alone	Family	Healthy	Time scarcity	Flavour	Special
Functionality	Role of the product in meals	Product fits in special recipes	48	39	0	4	59	20
		Product is useful for in advance meal preparation
		Product fits in a specific meal
Convenience	Convenience of the product	Product is easy to prepare	37	35	0	31	0	0
Convenience	Convenience of the product	Product is easy to divide into smaller portions	37	35	0	31	0	0
Properties	Intrinsic and extrinsic product properties	Product is (not) tasteful	31	6	2	34	14	12
Properties	Intrinsic and extrinsic product properties	Portion size is too big	31	6	2	34	14	12
Preferences	Preferences for other products or preferences of others	Preference for the meat variant	10	9	19	0	8	22
		Preference for other vegetarian options
		Depends on other table companions
Association with meat	Associations with a meat product	Meat variant is also (in)appropriate Healthier than the meat variant	4	12	10	4	5	10
Association with meals	Associations with a meal type	Product is associated with extensive dinners	2	0	24	38	3	42
		Product is associated with fast meals
		Product is associated with (un) healthy meals
Nutrition	Nutritional content of the meat substitute	Product provides nutrients	0	8	71	0	0	0
		Product contains little fat
		Product contains a lot of additives

Category	Motives in this category refer to…	Examples of motives	Frequency per usage situation
Category	Motives in this category refer to…	Examples of motives	Alone	Family	Healthy	Time scarcity	Flavour	Special
Functionality	Role of the product in meals	Product fits in special recipes	48	39	0	4	59	20
		Product is useful for in advance meal preparation
		Product fits in a specific meal
Convenience	Convenience of the product	Product is easy to prepare	37	35	0	31	0	0
Convenience	Convenience of the product	Product is easy to divide into smaller portions	37	35	0	31	0	0
Properties	Intrinsic and extrinsic product properties	Product is (not) tasteful	31	6	2	34	14	12
Properties	Intrinsic and extrinsic product properties	Portion size is too big	31	6	2	34	14	12
Preferences	Preferences for other products or preferences of others	Preference for the meat variant	10	9	19	0	8	22
		Preference for other vegetarian options
		Depends on other table companions
Association with meat	Associations with a meat product	Meat variant is also (in)appropriateHealthier than the meat variant	4	12	10	4	5	10
Association with meals	Associations with a meal type	Product is associated with extensive dinners	2	0	24	38	3	42
		Product is associated with fast meals
		Product is associated with (un) healthy meals
Nutrition	Nutritional content of the meat substitute	Product provides nutrients	0	8	71	0	0	0
		Product contains little fat
		Product contains a lot of additives

Note(s): The motives were given for the (in)appropriateness of the four meat substitutes in the six usage situations, definitions of the categories, examples of the motives and the frequency that motives in a category were mentioned

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