Seitan as meat substitute: the moderating effect of familiarity and neophobia towards consumer acceptance in Malaysia

The rising concerns surrounding the health and environmental impacts of red meat consumption have intensified global interest in plant-based alternatives. Among these, Seitan has emerged as a promising meat substitute due to its high protein content and meat-like texture. Although red meat remains a central component in both traditional and contemporary cuisines, its excessive consumption has been consistently linked to chronic illnesses such as cardiovascular disease, obesity, and certain cancers. In Malaysia, the increasing prevalence of diet-related health issues, alongside environmental challenges associated with large-scale meat production, underscores the urgency to explore viable and sustainable protein alternatives. Despite Seitan’s potential, its success ultimately depends on consumer acceptance, which remains insufficiently understood within the Malaysian context. Therefore, this study aims the acceptance of Seitan-based products among Malaysian consumers. This study is novel in the Malaysian context as it simultaneously examines food familiarity and food neophobia as moderating variables, offering a more integrated understanding of consumer acceptance of Seitan-based meat substitutes. A quantitative method was chosen to achieve the research objective, involving a cross-sectional survey of 231 Malaysian consumers. Data were analyzed using Partial Least Squares Structural Equation Modeling. Key findings revealed that sensory appeal, nutritional value, and price were significant predictors of acceptance, while availability and awareness also played influential roles. Both food familiarity and food neophobia significantly moderated these relationships, highlighting the dynamic interaction between consumer psychology and product characteristics. This study offers a theoretical contribution by combining familiarity and food neophobia as moderators, reflecting their joint influence on consumer acceptance. It shows that acceptance of meat substitutes depends not just on product traits but also on exposure and reluctance toward unfamiliar foods. The findings offer practical insights for policymakers, health agencies, food innovators, and marketers in promoting healthier and more sustainable dietary choices. This research reinforces Seitan’s potential as a strategic addition to Malaysia’s evolving alternative protein landscape.