Study examines young Omanis’ readiness to adopt plant-based meat alternatives

By the Editorial Team · Sunday, October 11, 2026

Researchers at Sultan Qaboos University studied young Omanis' attitudes toward plant-based meat alternatives, finding that health and environmental concerns strongly influence their willingness to adopt these options despite cultural ties to traditional meat consumption. The study highlights the need for culturally sensitive awareness campaigns and greater product availability to support dietary shifts that balance social traditions with emerging health and environmental priorities.

A recent study conducted by Sultan Qaboos University (SQU) has examined the willingness of young Omanis to incorporate plant-based meat alternatives into their diets, highlighting cultural and social factors that influence food choices in the sultanate. The research, led by Dr. Mohammed bin Hamad al Rizeiqi from the College of Agricultural and Marine Sciences, employed the Theory of Planned Behaviour to analyze the attitudes, social pressures, and perceived control that shape intentions to consume plant-based meat.

Meat holds a significant traditional and cultural role in Oman, often symbolizing hospitality, generosity, and social cohesion during family gatherings and celebrations. This context makes dietary shifts particularly complex, as meat consumption is intertwined with deep-rooted social customs.

The study’s findings indicate that personal attitudes towards the health and environmental benefits of plant-based alternatives are the strongest predictor of young Omanis’ intention to adopt these products. Perceived behavioural control — an individual's confidence and willingness to change their dietary habits — was identified as the second most influential factor. Social influence, including the impact of family, friends, and broader social networks, also played a significant but comparatively lesser role.

Gender differences emerged in the research, with female students showing a higher propensity to consider plant-based meat options than their male counterparts. Educational level, however, did not appear to significantly affect participants’ intentions, suggesting that academic knowledge alone may not drive changes in traditional eating practices.

The study underscores the importance of considering cultural and emotional aspects alongside awareness and factual knowledge when promoting dietary changes. It recommends enhancing the availability of plant-based meat products in Omani markets and implementing awareness campaigns that address both informational and emotional responses to food consumption.

Dr. al Rizeiqi’s research points to the potential for plant-based meat alternatives to become a more integrated part of Oman’s evolving food culture, balancing the preservation of social traditions with emerging health and environmental priorities. The findings invite further exploration into how such products might move beyond niche markets and contribute to broader shifts in Oman’s culinary landscape.

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