PurposeVegetarian and vegan dietary practices have recently moved from being marginal activities to occupying a more mainstream position. While the reasons for this have been analysed by many researchers, the extent to which the underlying motives may influence other behavioural contexts remains relatively unexplored. The present research thus analyses the degree to which vegetarians and vegans also act in an environmental and animal-conscious manner.Design/methodology/approachA self-administered survey was conducted among omnivores, conscientious omnivores, vegetarians and vegans in Austria. The research design is embedded in an extended version of the theory of planned behaviour (TPB). A mixed-mode sampling strategy resulted in 556 completed surveys.FindingsThe TPB correlation analysis shows that there are significant relations between dietary motives, subjective norms, attitudes, behavioural intentions and the behaviour in question. When considering all dietary groups, the results indicate that the differentiation in behaviour is impacted by dietary identity: the stricter the diet, the stronger the behaviour related to animal-wellbeing and environmental protection.Originality/valueFirst, this research evaluated motivational drivers through a pairwise comparison, which resulted in strength factors instead of single motivational driver. Second and foremost, this research draws a connection between dietary categories and the wider behavioural implications related to these identities and their underlying motivational drivers.

The bioeconomy provides new approaches to deal with environmental challenges by substituting fossil fuels for sustainable, renewable resources and fuels. In Europe, this process and discourse has mainly been driven from a strategic top-down level. This leads to a lack of inclusion of societal actors, which can consequently lead to reduced acceptance and engagement. Henceforth, in this study, we focus on exploring how the bioeconomy is perceived, understood and evaluated by a wider audience. Through convenience sampling, 456 interviews conducted with students, employees, farmers and pensioners living in Austria provide the database for the study. Due to the novelty of the study’s objective and the consequentially explorative research approach, qualitative and quantitative social science research methods are applied. The results indicate that the bioeconomy concept is associated with various themes and visions. These associated topics also have negative or positive implications. Furthermore, a division between two visions of the bioeconomy, a technology- and industry-driven vision and a vision defined by regional environmentalism, can be observed. The feasibility of a future bioeconomy identifies as the most critical aspect. Sustainable consumption was mentioned as an important topic of the bioeconomy by the participants, a result that could be of particular interest when creating an inclusive bioeconomy, since it calls for active involvement of consumers. The study also shows that responding farmers tend to believe that the bioeconomy will lead to more inequity.

Plant protection with beneficial microbes is considered to be a promising alternative to chemical control of pests and pathogens. Beneficial microbes can boost plant defences via induced systemic resistance (ISR), enhancing plant resistance against future biotic stresses. Although the use of ISR-inducing microbes in agriculture seems promising, the activation of ISR is context-dependent: it often occurs only under particular biotic and abiotic conditions, thus making its use unpredictable and hindering its application. Although major breakthroughs in research on mechanistic aspects of ISR have been reported, ISR research is mainly conducted under highly controlled conditions, differing from those in agricultural systems. This forms one of the bottlenecks for the development of applications based on ISR-inducing microbes in commercial agriculture. We propose an approach that explicitly incorporates context-dependent factors in ISR research to improve the predictability of ISR induction under environmentally variable conditions. Here, we highlight how abiotic and biotic factors influence plant–microbe interactions in the context of ISR. We also discuss the need to raise awareness in harnessing interdisciplinary efforts between researchers and stakeholders partaking in the development of applications involving ISR-inducing microbes for sustainable agriculture.

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Legislation and consumer preference for more sustainability in the food system require farmers to adopt more stringent sustainably measures without sacrificing business profitability. Scientific and technological innovations, such as beneficial soil microbes for in-field application, may help to achieve this goal, but adoption rates have remained slow thus far. The adopter’s perspective is essential to understanding why. This research investigates factors that drive the perceptions of soil microbe solutions across three groups of (potential) adopters as an input to the design of effective communication strategies to accelerate technology diffusion. Factors included in the analyses are relative advantage, compatibility, complexity, trialability, observability and image of applying soil microbes at the farm level. The analysis is based on 28 in-depth qualitative interviews in Germany and the UK, and a focus group discussion in the UK. Data were analysed via content analysis using deductive and inductive processes. Deductive codes were derived from the diffusion of innovations theory. Our results show that soil microbes are still perceived as a challenging product in all three adopter groups, despite the acknowledgement of several advantages and benefits. Predominantly, farmers evaluate the innovation as complex. Furthermore, the observability of the soil microbes was perceived as challenging, which also transfers to the trialability of the innovation. Despite this, in all adopter groups the need for the innovation was recognized.