Achieving the sustainability of protein is central to creating a sustainable food system. Current meat consumption patterns require a paradigm shift, as the status quo is unsustainable. However, at present, consumer participation in this shift is limited necessitating a change in consumer behaviour. This review seeks to understand consumer willingness to consume alternative proteins (cultured meat, edible insects, plant and fermentation-based proteins) and the factors influencing their decisions, considering variations across protein categories and cultural backgrounds. Understanding these factors is vital for designing interventions that effectively enhance acceptance levels. Consumer behaviour is complex, influenced by a spectrum of personal and societal factors, which must be interpreted within the specific context of the target society or demographic segment.