According to existing research, a plant-based diet would reduce CO2 in the atmosphere by 14.5 % (Gerber et al., 2013). Therefore, the current research addresses the question, which behavioral beliefs are related to food choices on meat vs. plant-based alternatives using the theory of planned behavior (Ajzen, 1985) as theoretical basis. The theory of planned behavior (Ajzen, 1985) specifically proposes that different beliefs (e.g., health, environmental protection, animal welfare, sensory perception) trigger specific attitudes, and these again lead to behavioral intention and in the end to a certain behavior. After the preregistered study (https://doi.org/10.17605/OSF.IO/U6CWY) was approved by an university ethics committee, 276 meat-eating participants from German speaking countries (66% female, 33 male, 1% divers; Mage = 36.6 years, SD = 15.4) filled in an online questionnaire in Spring 2023. The questionnaire comprised the scales belief on environmental protection, belief on animal welfare, belief on health, believe on sensory perception, attitudes, subjective norms, perceived behavioral control, intention and choice behavior (selection of a prize of either a meat or plant-based food product). The main question how the beliefs are related to the attitudes towards plant-based alternatives is analysed. Results reveal that beliefs on environmental protection, on animal welfare, on health, and on sensory perception are related to attitudes towards plant-based alternatives. Thus, suggesting that beliefs have an impact on attitudes when consumers decide whether to consume meat or plant-based alternatives. These results show that beliefs such as on environmental protection, on animal welfare, on health, and on sensory perception regarding the choice of plant-based alternatives should have an impact on food choice. From a practical point of view, putting specific beliefs in the focus of the promotion of plant-based alternatives could not only support a diet change but also account for the reduction of CO2.