Protein is a major macronutrient that humans cannot self-produce. Thai people consumed 30.4 kilograms of meat per capita in 2019, with a projected CAGR of 3%. To produce meat in the industry of animal agriculture, the cost of water, land, and energy consumption far surpasses the food value. Health concerns and ecoconsciousness have become global trends around the world. Consumers have become more sophisticated. They have changed their attitudes towards food and health. People are ready to change their behaviors to be more eco-conscious, such as changing theirdiets and eating healthier and looking for substitute products. Thailand was first introduced to plant-based meat substitutes in 2019 and information about the use of Plant-Based Meat Substitutes among Thais have yet to be investigated. The study began with a problem definition and conceptual review, followed by an exploration of customer lifestyles, key triggers and key barriers for Plant-Based Meat Substitutes initial trial and repurchase. It also and determined key factors influencing positive and negative attitudes towards Plant-Based Meat Substitutes. This research appliedsecondary research, qualitative, and quantitative research. The result showed that whether they are restricted eaters or on a normal diet, there are no significant differenceswith respect to the initial trial. Worthwhile price, product benefits, and nutrition, and availability of touchpoints are key triggers to positive attitudes for the initial trial. For the repurchase group, product benefit, and nutrition are the only key triggers to positive attitudes. For the non-repurchase group, a suitable price is important for the initial trial but still not enough for daily consumption. Promotion and advertising are still lacking in quantity, and a company selling plant-based meat substitutes should increase product availability in restaurants and supermarkets.