Consumer perceptions of conventional and alternative protein sources: A mixed-methods approach with meal and product framing

Abstract

Understanding consumer perceptions of meat alternatives is key to facilitating a shift toward more sustainable food consumption. Importantly, these perceptions may vary according to the characteristics of the consumer (e. g., preferences, motivations), the product (e.g., sensory attributes) and the encounter (e.g., how the meat alternative is presented/framed). Qualitative and quantitative methods were applied to examine consumer perceptions of five proposed alternatives to meat: legumes, tofu, seitan, lab-grown meat, and insects. In Study 1, 138 participants provided free associations with regards to conventional animal proteins (e.g., red/white meat, fish) and the five alternatives. Three profiles of consumers were identified: (1) hedonically motivated meat eaters uninterested in meat substitutes; (2) health-oriented meat eaters open to some meat substitutes; and (3) ethically conscious meat avoiders positively oriented to most meat alternatives. In Study 2, the presentation of the product was experimentally manipulated: 285 participants evaluated the same five meat alternatives along several dimensions (e.g., edibility, healthiness), either when framed as an individual product or as part of a larger meal. Overall, most meat alternatives benefited from a meal framing, with the notable exception of legumes, which benefited from an individual framing, and insects which were evaluated quite negatively regardless of framing. The present findings suggest that there is not a single way to frame all meat alternatives that will improve their appeal to all consumers.

Effect of oat or rice flour on pulse-induced gastrointestinal symptoms and breath hydrogen in subjects sensitive to pulses and controls – a randomised cross-over trial with two parallel groups

“…Respondents of the online survey perceived the use of pulses as healthy, inexpensive and sustainable, which was in line with other recent consumer studies (Possidonio, Prada, Graca, & Piazza, 2021;Smiglak-Krajewska, Wojciechowska-Solis, & Viti, 2020). Possidonio et al (2021) assessed consumer mindsets towards alternatives of meat and found that legumes, such as chickpeas, beans, peas and lentils, were considered the most natural, appetizing, healthy, edible, ethical, sustainable, least processed and overall, the most positive and familiar products compared to other meat alternatives, such as seitan, insects and lab-grown meat. Smiglak-Krajewska et al Accepted manuscript (2020) concluded, in their questionnaire study, that peas, beans, soybeans and lentils were the most recognized and most frequently consumed legumes.…”

The science of plant‐based foods: Constructing next‐generation meat, fish, milk, and egg analogs

“…For instance, in some regions of the world it is not possible to economically grow agricultural crops but it is still possible to rear livestock for food, for example, steep or rocky hills. Another reason driving some consumers to reduce their consumption of animal products is related to their ethical concerns about the confining and slaughtering of huge numbers of animals per year (Leiserowitz, Ballew, Rosenthal, & Semaan, 2020; Possidonio, Prada, Graca, & Piazza, 2021). Finally, many consumers are adopting a more plant‐based diet because they believe it is healthier than an animal‐based one, which is also driving changes in consumer preferences, but this depends on the types of plant‐ and animal‐based foods consumed (Hemler & Hu, 2019; Possidonio et al., 2021).…”

“…Another reason driving some consumers to reduce their consumption of animal products is related to their ethical concerns about the confining and slaughtering of huge numbers of animals per year (Leiserowitz, Ballew, Rosenthal, & Semaan, 2020; Possidonio, Prada, Graca, & Piazza, 2021). Finally, many consumers are adopting a more plant‐based diet because they believe it is healthier than an animal‐based one, which is also driving changes in consumer preferences, but this depends on the types of plant‐ and animal‐based foods consumed (Hemler & Hu, 2019; Possidonio et al., 2021). For instance, fresh or minimally processed plant‐based foods such as fruits, vegetables, nuts, and whole grains have been linked to improved nutrition, but highly processed ones like many of the current generation of plant‐based meat analogs may not provide nutritional benefits because they often contain high levels of saturated fat, salt, and digestible carbohydrates.…”

Exploring Consumer Perceptions of the Value Proposition Embedded in Vegan Food Products Using Text Analytics

“…While a noteworthy amount of research has been undertaken to understand why individuals transition to a vegan or vegetarian diet, the findings from these studies do not necessarily provide accurate insight for companies to model their businesses on [29][30][31][32]. Our knowledge of the value proposition for vegan food thus remains uncertain.…”