The Meatless Menu Paradox? Environmental Theory and Plant-Based Fast-Food Options

Abstract

Recent trends in fast food to provide plant-based meat substitutes have been heralded as a positive step towards animal welfare, environmental sustainability, and human health. Research in environmental sociology warns that resource substitution can actually lead to an increase in overall consumption, as demonstrated by the paperless office paradox. Here, I argue that the trend of adding plant-based meat substitutes to fast-food menus should be examined critically through this lens. Especially in the case of fast food, capturing the vegan and vegetarian market may serve to help these primarily meat-based businesses expand their operations and possibly increase overall meat consumption.