Rethinking Meat Alternatives in Eastern Europe: A Just Transition Lens on Policy, Perception, and Innovation in Romania

Abstract

Alternative meat products, including plant-based, insect-based products, and cultured meat, are gaining momentum as sustainable food innovations. Yet, the perceptions of political and institutional actors, key players in shaping regulation, legitimacy, and public discourse, remain poorly understood. This study fills this gap by examining how Romanian policymakers and public institutional actors understand sustainable protein transition using the SPECT framework (Social, Policy, Environmental, Commercial, Technological dimensions). Using qualitative thematic analysis of semi-structured interviews with 18 political and institutional actors, the research provides the first in-depth account of how governance elites in an Eastern European context interpret the sustainability, risks, and legitimacy of meat alternatives. The originality of this research lies in reframing political and institutional actors as active co-authors, rather than passive implementers, of sustainable food transition. The findings reveal a cautious but structured hierarchy of acceptance: plant-based products are perceived as “palatable bridges” to sustainability, whereas insect-based and cultured meat products provoke reactions ranging from curiosity to strong symbolic rejection. Concerns extend beyond health or naturalness to include food sovereignty, fairness for domestic producers, and the preservation of culinary identity. Findings highlight the concept of trust as the “currency of transition,” showing that acceptance depends on credible institutions, transparent certification, and communication strategies grounded in local food traditions rather than globalist or “eco-elitist” narratives. Within the SPECT framework, social and policy dimensions proved more influential than technological or commercial ones, highlighting the primacy of cultural identity and institutional trust in shaping actors' perceptions. By situating Romania's case within the broader debate on just and inclusive food transition, the research provides new empirical evidence on how national identity, smallholder farming structures, and policy skepticism influence the political feasibility of adopting meat alternatives. The study concludes that aligning innovation with national food priorities through trust-based, inclusive policy design is essential for enabling a culturally embedded protein transition. Although the findings offer insights relevant to broader debates on sustainable protein transitions, their transferability to other national contexts is limited by Romania's specific cultural, institutional, and agri-food structures.