Abstract: Introduction. The aim of research is to examine the knowledge about plant-based diets, what beliefs and misconceptions exist about plant-based diets (PBDs), and how these differ between lifestyle groups among Hungarian females. Materials and methods. Data were collected through an online survey on social media. These data were processed using univariate statistics (general description of the sample), exploratory factor analysis (identification of healthy lifestyles), cluster analysis (segmentation purposes), chi-square statistics (cluster profiling), F-statistics (comparing attitudes toward PBDs), and cross tabulation (knowledge and perceptions of PBDs). Results and discussion. Four health-related lifestyle dimensions (health-conscious eating, mindfulness, carbohydrate avoidance, red meat avoidance) were identified, and four segments emerged (healthy food choosers, red meat avoiders, stress-free women, rejecters). Healthy food choosers (40.9%) prioritize healthy eating, avoid sugary snacks, and monitor carbohydrate intake. Red meat avoiders (27.9%) are neutral about healthy eating, but avoid red meat and processed foods; don't focus on carbohydrates. Stress-free women (20.8%) value mindfulness, relaxation, and outdoor physical activity for a stress-free life. Rejecters (10.4%) have a negative attitude toward healthy eating, mindfulness, carbohydrates, and red meat. Red meat avoiders live in the capital city, eat fruits and vegetables more often or at least once a day. Rejecters live in villages and eat fruits and vegetables every 4-5 days in a week or do not eat fruits and vegetables in a week. Healthy eaters eat fruits and vegetables more times a day. Stressfree people eat fruits and vegetables every 2-3 days in a week. They differed in their knowledge, attitudes and perceptions of PBDs. 72.1% of healthy food choosers, 84.8% of red meat avoiders, 75.8% of stress-free people and 71.9% of rejecters thought that plant-based diet was similar to vegan and vegetarian diet. The attitudes range from "may have health benefits for certain diseases" as the attitude with the highest mean level of agreement (4.26), especially among red meat avoiders, to "encourages diary consumption" as the attitude with the lowest mean level of agreement (1.69), especially among red meat avoiders. Red meat avoiders, healthy food choosers, and stress-free women had more positive attitudes toward PBDs than did rejecters. The majority of females were thinking about trying out PBDs. Red meat avoiders, healthy eaters, and stress-free women had more positive attitudes toward PBD than did rejecters. Healthy eaters perceived PBD as healthy. Red meat avoiders perceived the plant-based diet as healthy, safe, varied, exciting, environmentally friendly, and a complete diet. Stress-free women thought the plant-based diet was unhealthy and environmentally unfriendly. Rejecters attached more negative attributes to the PBD. They perceived the meatless diet as unhealthy, dangerous, monotonous, boring, environmentally unfriendly, difficult to digest, and malnutrition. Conclusions The results contribute to the literature by adding empirical evidence to the emerging trends (PBD, vegan, vegetarian diets), as well as generating suggestions for nutrition and dietetics professionals and the government, as targeted marketing programs can be planned to change dietary behavior. [ABSTRACT FROM AUTHOR]
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