###### Abstract
The way consumers perceive products is important. Nevertheless, perceptions may be focused on different product characteristics or specific attributes such as those \"ecological\" [21], \"natural\" [22], \"product appearance\" [23], \"healthy\" [24], and may result in different propensity of consuming the selected product. From a product perspective, properties such as visual appearance, texture and flavor are of primary importance in establishing consumer sensory and hedonic responses [23]. Such responses are mediated by consumer-related physiological and psychological factors, as well as socially and culturally acquired expectations. It appears that plant-based meat alternatives are more accepted than other non-traditional meat-based proteins, including insects or cultured meat [25; 26]. Interestingly, plant-based meat alternatives are also estimated to have higher sustainability potential compared to other alternative proteins [27]. However, consumers with high levels of meat consumption are more receptive to cultured meat [25] and meat alternatives that look similar to meat [10]. It also seems that health motivations are more relevant to the acceptance of plant-based proteins, while environmentally related motivations are more closely linked to their consumption [25]. When studying the topic of plant-based proteins, not only should a human's desire to eat them be taken into account, but also the way they are perceived. As already mentioned, these perceptions may vary with regard to characteristics such as environmental friendliness, naturalness, appearance, quality, or health benefits, but also within the context of Nutrition Claims being present on the packaging. Consumers play a vital role in assuming their part as more responsible citizens who want to balance hedonic consumption with long-term sustainable behaviors such as reduced meat consumption [28]. Additionally, as shown by [PERSON] et al. [29], the relationship towards nature and the environment, as well as the ecological benefits of vegetarian diets, may encourage commitment to vegetarianism and ecology [28] through the consumption of plant-based proteins. In addition, people value environmentally friendly consumption as it represents their commitment to a healthy lifestyle [30]. In a study conducted by McKinsey in 2007 among consumers from eight of the world's largest economies, it was shown that 87% of consumers are concerned about the environmental and social impact of the products they buy [21]. However, while many people want to choose foods that are more environmentally friendly, they often struggle with deeply rooted habits or strong social influences. Consequently, their intentions do not translate into changes in their behavior [31]. Moreover, although consumers recognize the moral aspects of using environmentally friendly products, they lack the will to buy them [32]. The results of the Nielsen Global Health and Wellness Survey [33], conducted in 60 countries and involving 30,000 consumers, indicate that the most desirable food features are freshness, naturalness, and minimal processing. The naturalness of food may be treated as a perception [34] and various aspects contribute to its development among consumers. Perceived naturalness is a heuristic attribute that consumers may assume as a positive indicator of food quality [35]. Lack of naturalness is perceived as having negative impact on the environment and human health [36]. Aspects often attributed with natural foods are health, palatability, freshness, and the above-mentioned environmental friendliness [22]. It seems that food processing is perceived as detrimental to naturalness [37]. Thus, the more food is processed, the less it is considered natural. It may, for example, concern plant-based foods, which may be much more processed than meat. In addition, invasive technologies such as irradiation and pasteurization also decrease the perception of food naturalness [38].