Preference for natural: instrumental and ideational/moral motivations, and the contrast between foods and medicines

The relationship between morningness-eveningness and naturalness bias

The naturalness bias in which people perceive natural items to be safer, healthier, and better than synthetic alternatives has been found to be associated with numerous individual difference variables (e.g. connectedness to nature and religiosity). However, no research has examined the role of morningness-eveningness in influencing preferences for naturalness. Here, we propose that evening individuals may exhibit a weaker preference for naturalness compared to morning individuals due to their greater exposure to artificial lighting, technology, and stimuli. To systematically test our theoretical perspective, we conducted three complementary and high-powered studies. In an online survey (Study 1), student participants with a stronger evening orientation displayed a diminished preference for natural drugs compared to those with a morning orientation. Using a sample of community adults, Study 2 replicated the findings of Study 1 in a real-world, behavioral context. Study 3 examined the relationship between morningness-eveningness and preference for naturalness within the domain of beverages. The results revealed that individuals with an evening-orientation had decreased odds of selecting natural water without minerals. Taken together, the findings suggest that an individual's diurnal preference toward eveningness may have implications for their bias toward and perception of naturalness across various domains.

Experiencing nature leads to healthier food choices

Experiencing nature has been linked to a host of benefits for health and well-being. Here, we examine if exposure to nature influences the food choices that may contribute to nature's benefits. Five between-subject experiments (n = 39, n = 698, n = 885, n = 1191, and n = 913) show that individuals exposed to the natural environment choose healthier foods when compared to those exposed to urban environments or a control condition. Nature's effects are observed for various foods and beverages, across samples from three countries, and in varied contexts, such as taking a walk in a park (vs. a city street) and looking at photos of nature (vs. urban or control) scenes. These findings provide insights into the relationship between proximity to nature and health.

Understanding consumer attitude toward the name framings of cultured meat: Evidence from China

The naming and labeling of products can affect consumer attitudes and subsequent behavior, particularly in the case of new food products in the market. The present study explores the effects of name framing on consumer attitudes towards cultured meat (CM), which is currently in the early stages of development. With a sample of 1532 Chinese consumers, we integrated several pathways to explain the name-framing effect by examining three different terms ("cultured," "artificial," and "cell-based") for CM. Results indicate that "cultured meat" and "cell-based meat" are more appealing than "artificial meat." Name framings of CM affect consumers' perception of benefits more than that of risks. Our comprehensive model identified evoked affect (perceived disgust) and naturalness as two crucial predictors of attitudes. These two predictors also act as substantial mediators of perceived benefits, and they activate the mediation of perceived risks (an insignificant mediator in cognitive processing). In addition, perceived naturalness mediates the name-framing effect mainly through perceived disgust. Our findings have implications for future strategies for communicating about novel foods (like CM) to the public.

A Questionnaire-based Study Exploring Participant Perspectives in a Perinatal Human Challenge Trial

BACKGROUND

Pregnant women have historically been excluded from most medical research, including human challenge studies. The proof-of-concept Lactamica 9 human challenge study investigated whether nasal inoculation of pregnant women with commensal bacteria leads to horizontal transmission to the neonate. Given the unique practical and ethical considerations of both human challenge studies and interventional research involving pregnant women and their newborns, we sought to investigate the motivations, concerns and experiences of these volunteers.

METHODS

Pre- and post-participation questionnaires were given to all participants in the Lactamica 9 study. These fully anonymized qualitative and Semi-quantitative questionnaires used forced Likert scales, word association and free-text questions.

RESULTS

Pre- and post-participation questionnaires were completed by 87.1% (27/31) and 62.5% (15/24) of eligible participants, respectively. Almost all pre-participation respondents agreed with altruistic motivations for participation, and most concerns were related to discomfort from study procedures, with few concerned about the theoretical risks of inoculation to themselves (5/27; 18.5%) or their baby (6/27; 22.2%). Participants most frequently associated the study intervention with the terms "bacteria," "natural," "protective" and "safe." For the post-participation questionnaire, 93.3% (14/15) found all study procedures acceptable, and qualitative feedback was almost entirely positive, with particular emphasis on the research team's flexibility, approachability and friendliness.

CONCLUSIONS

The successful completion of the Lactamica 9 study demonstrates that human challenge research in healthy pregnant women can be acceptable and feasible. Participants' initial concerns of potential discomfort were outweighed by predominantly altruistic motivations and perception of the intervention as "natural."

Natural Claims on Sugary Fruit Drinks: A Randomized Experiment With U.S. Parents

INTRODUCTION

Natural claims on food are largely unregulated in the U.S. This study examined the effects of natural claims on a fruit-flavored drink with added sugar (i.e., fruit drink).

METHODS

In 2019, U.S. parents of children aged 2-12 years (N=1,078) recruited from an online survey panel were randomized to one of three arms: natural claim on a fruit drink, 100% all-natural claim, or a no-claim control. Parents reported their intentions and perceptions regarding fruit drinks using 1-5 response scales. Analysis occurred in 2022-2023.

RESULTS

Both natural claims led parents to have higher intentions to purchase a fruit drink for their child than the control (average differential effect=0.20-0.24, both p<0.05). The natural claim (but not the 100% all-natural claim) also led parents to think that the fruit drink was healthier for their children (average differential effect=0.22, p=0.024). Claims made parents less likely to think that the drink contained added sugar (average differential effect= -0.08 to -0.12, both p<0.05) and led to lower estimated amounts of added sugar in teaspoons (average differential effect= -1.77 to -2.09, both p<0.05). Mediation analyses revealed that the claims led to higher intentions to purchase the fruit drink by increasing perceived healthfulness of the fruit drink and by leading parents to believe that there was no added sugar in the fruit drink.

CONCLUSIONS

Natural claims could increase interest in and perceived healthfulness of fruit drinks. Misperceptions about the nutritional content caused by claims appear to be driving greater purchase intentions. These findings suggest a need for stronger regulation around natural claims to prevent consumer misunderstanding.

Is food produced by farmers healthier, more natural, and gaining more popularity? Research on the influencing mechanism of food producer labels on consumers' food choices

Introduction

Extant studies have demonstrated the relationship between naturalness and healthiness, and the effectiveness of various food labels in influencing consumers' perception of food and subsequent food choices. However, little attention has been given to food producer labels.

Methods

Drawing on Stimulation-Organism-Response theory, the current study explored the causal relationship between food producer labels and consumers' food choices. Three studies (562 participants) were employed to test the main effect, the mediating effect, and the moderating effect.

Results

The results showed that: (1) food producer label could influence consumers' food choice, that is, produced-by-farmer label (vs. produced-by-enterprise label vs. control group) could significantly increase consumers' food choices, while there is no significant difference between produced-by-enterprise label and control group. (2) Perceived naturalness and standardization perception mediate the effects on consumers' food choices of food producer labels. (3) Food processing level moderates the effect of food producer label on consumers' food choices.

Discussion

The current study enriches the research of food label and food choice, expands the application of Stimulation-Organism-Response theory in consumer behavior, and provides some practical suggestions for consumers, enterprise and policy-maker. Various kinds of experiments (online and offline) enhanced the conclusions' ecological validity. Finally, the limitations and future research are discussed.

Development of a Naturalness Preference Scale

OBJECTIVE

Naturalness preference can influence important health decisions. However, the literature lacks a reliable way to measure individual differences in naturalness preferences. We fill this gap by designing and validating a scale to measure individual differences in naturalness preference.

METHODS

We conducted 3 studies among Amazon Mechanical Turk participants. In study 1 (N = 451), we created scale items through an iterative process that measured naturalness preference in hypothesized domains. We conducted exploratory factor analysis (EFA) to identify items that assess the naturalness preference construct. In study 2 (N = 448), we conducted confirmatory factor analysis (CFA) and tests of criterion, discriminant, convergent, and incremental validity. In study 3 (N = 607), we confirmed test-retest reliability of the scale and performed additional validity tests.

RESULTS

EFA revealed 3 correlated factors consistent with naturalness preference in medicine, food, and household products. The CFA confirmed the 3-factor structure and led to the decision to drop reverse-coded items. The finalized Naturalness Preference Scale (NPS) consists of 20 items and 3 subscales: NPS-medicine, NPS-food, and NPS-household products. The NPS demonstrated good test-retest reliability, and subscales had good validity in their respective domains. The NPS-medicine subscale was predictive of the uptake of a hypothetical COVID-19 vaccine (r = -0.45) and belief in unproven natural COVID remedies and treatments (r = 0.29).

CONCLUSIONS

The NPS will allow researchers to better assess individual differences in naturalness preference and how they influence decision making and health behaviors.

HIGHLIGHTS

This research created and validated a scale to measure individual differences in naturalness preference in 3 domains: medicine, food, and household products.This study confirms that the strength of the naturalness preference differs in different domains.An important and timely finding is that higher scores in the naturalness preference medical subscale are associated with belief in COVID-19 misinformation and reluctance toward COVID-19 vaccination.

Breeding by intervening: Exploring the role of associations and deliberation in consumer acceptance of different breeding techniques

New plant breeding techniques may play an important role in improving food quality, global food security and sustainability. Previous breeding techniques have, however, met with substantial resistance from society. This study examined the role of associations and deliberation in the evaluation of breeding techniques. Breeding techniques studied included conventional breeding, gene-editing, genetic modification (cisgenesis and transgenesis), marker-assisted breeding and synthetic biology. By using focus group discussions that included individual tasks, we found that when participants relied on their spontaneous associations, gene-editing was evaluated similarly as genetic modification. However, after information provision and group discussion, gene-editing was preferred over genetic modification. Perceived naturalness was found to be the main reason for obtaining different levels of acceptance, not only between gene-editing and genetic modification but across all breeding techniques examined. These findings highlight the importance of associations and show that beliefs about naturalness remain crucial in understanding how consumers evaluate breeding techniques.

Addressing Clean Label Trends in Commercial Meat Processing: Strategies, Challenges and Insights from Consumer Perspectives

BACKGROUND

The concept of a clean label is difficult to define, even in common language, as the interpretation of what a "clean" food is differs from one person to another and from one organisation to another. The lack of a unique definition and regulations of what the term "clean" means, along with the growing consumer demand for more "natural" and healthier foods, is posing new challenges for manufacturers and ingredient producers. The meat industry, in particular, has been affected by this new movement owing to negative attitudes and feelings consumers associate with consuming processed meat products. Scope and approach: The review scope is to describe attributes and associations around the "clean" label term by analysing the most recent ingredients, additives and processing methods currently available for meat manufacturers. Their application in meat, plant-based alternatives and hybrid meat/plant products, current limitations and challenges presented in consumer perception, safety and potential impacts on product quality are also presented.

KEY FINDINGS AND CONCLUSIONS

The availability of a growing number of "clean" label ingredients provides a new suite of approaches that are available for application by meat processors to help overcome some of the negative connotations associated with processed meat products and also support plant-based meat alternatives and hybrids.

Religiosity and the Naturalness Bias in Drug and Vaccine Choices

Research reveals a bias for natural versus synthetic drugs. We sought to determine if this bias is associated with religiosity. Three cross-sectional studies (N = 1399 U.S. participants) were conducted to examine the impact of religiosity on the naturalness bias in the drug and vaccine domains. We assessed measures of religiosity, preferences for natural versus synthetic drugs and vaccines in hypothetical scenarios, and a health-related behavior (COVID-19 vaccination status). The results revealed that participants high versus low in religiosity had stronger preferences for natural versus synthetic drugs and vaccines. Furthermore, participants high versus low in religiosity were less likely to have taken the COVID-19 vaccine, and the natural drug bias was a mediator of this effect. Overall, participants higher in religiosity had a stronger preference for natural versus synthetic drugs and vaccines, and this preference had implications for health behavior.

The Naturalness Bias Influences Drug and Vaccine Decisions across Cultures

HIGHLIGHTS

The naturalness bias - preferring natural to synthetic drugs or vaccines - occurred across cultures (Americans, Canadians, and Chinese).Chinese participants showed a stronger naturalness bias than Americans did when the medical context was focused on vaccination, and safety concerns mediated this effect.The naturalness bias may influence medical decision making across cultures, but Chinese participants may be more sensitive to naturalness in a vaccine context.

Everything has a limit: How intellectual humility lowers the preference for naturalness as reflected in drug choice

OBJECTIVE

Across a broad range of cultures, people demonstrate a strong preference for items that are labeled as natural. Yet, less is known about methods that can reduce the natural-is-better bias. The objective of the present research is to see whether intellectual humility, a moral virtue that can be understood as a more open and curious mindset, reduces naturalness bias in terms of drug-related decisions.

METHODS

We tested our hypotheses across four studies using different populations (university students and community adults) and methods (correlational and experimental). Study 1 involved a survey exploring whether university students choosing a synthetic drug tended to display a higher level of intellectual humility than those choosing a natural drug. Study 2 assessed the link using observation of real-world behavior in non-student adults. Study 3 adopted an experimental approach to test the idea that reflecting on one's intellectual fallibility can at least temporarily reduce naturalness bias on drug choice. Study 4 examined the potential mediating mechanism underlying the observed effect.

RESULTS

We found correlational and experimental evidence that participants higher in intellectual humility were more likely to choose the synthetic drug than those lower in intellectual humility in both self-report and behavioral measures. The results also demonstrate that openness to experience mediated the effect of intellectual humility on naturalness bias.

CONCLUSIONS

These results highlight intellectual humility as a malleable, psychological variable that can combat biased thinking associated with health-related decision-making.

That's not natural! Consumer response to disconfirmed expectations about 'natural' food

Natural claims on food products create a large number of positive expectations. This research aims to reveal which potentially disconfirmed expectations about 'natural' food are problematic as they harm consumer attitudes and intentions. In a pre-study (N = 160), we show that consumers expect natural-claimed food to be organic, locally produced, minimally processed, fresh, to ensure better animal welfare, and to be free from GMO, artificial ingredients, antibiotics, and hormones. In our main study (N = 2152), we show that the natural claim increases purchase intention, mediated via brand trust and product attitude. However, when consumers learn that their expectations may be disconfirmed, their brand- and product-related attitudes decrease, which in turn leads to reduced purchase intentions. These findings imply that food marketers can profit from the natural claim, but that there is a large potential for irresponsible food marketing and consumer deception, which can result in negative expectation disconfirmation. We also inform policy makers which product expectations should be considered for consumer protection against halo effects induced by the natural claim. Regulation or education about the meaning of the claim can help consumers to make more informed decisions.

Can digital farming technologies enhance the willingness to buy products from current farming systems?

While current global agriculture allows for efficient food production, it brings environmental disadvantages, which resulted in a lack of public acceptance. Digital technologies (e.g., technologies that enable precision agriculture) have been suggested as a potential solution to reconcile environmental sustainability and yield increases. By embedding digital technologies into holistic farming system visualized through mission statements, this study tests the effect of different intensities of digitization, as well as environmental arguments on the willingness to buy food produced by farms in Germany. We use a 4 x 4 repeated measure experimental design surveying a representative sample of 2,020 German citizens recruited online. Our research framework captures the farming system (comparing low intensity of digitalization for a small or organic farm and low, medium, and high intensity of digitalization for large or conventional farms) and environmental arguments (comparing no arguments, and altruistic, egoistic, and biospheric arguments). The results show a negative effect of digital technologies on willingness to buy. However, this relationship turns positive when introducing environmental arguments. Furthermore, there is a moderation effect for respondents’ attitudes towards technologies that varies depending on whether altruistic, egoistic, or biospheric concerns were stated. The results indicate that digital technologies can increase willingness to buy products from both large and conventional farms, but not to the level of small farms and organic farms.

Consumer Awareness of the Degree of Industrial Food Processing and the Association with Healthiness-A Pilot Study

Consumption of ultraprocessed foods (UPFs) has been associated with lower diet quality, obesity, and adverse health effects. Not much is known about how consumers evaluate the degree of processing of a food product and how they relate this to healthiness. An online questionnaire was completed by a total of 277 Dutch, 204 Italian, and 181 Brazilian consumers. Consumers were aged 18-65 year, mean 38 ± 13 year, 31% were males, and 71% were highly educated. Pictures of several common food products were evaluated on the degree of industrial processing and healthiness. Thirteen food categories were included, each including one minimally processed food (MPF), one High NS_UPF (Nutri-Score A or B), and one Low NS_UPF (Nutri-Score D or E). Lastly, knowledge and attitude about UPFs were assessed. Ultraprocessing was perceived as unhealthy by the majority of consumers (Dutch, Italian: 55%; Brazilian: 75%) and contributed to weight gain according to: 38% Dutch, 51% Italian, and 70% Brazilian consumers. Low NS_UPFs were correctly rated toward "processed" and "not healthy" in all countries. High NS_UPF were rated as processed but showed large variations in healthiness scores. In conclusion, consumers rated UPFs relatively low in healthiness compared with MPFs with similar Nutri-Scores within the same food category. These preliminary findings suggest that consumers incorporate, to some extent, the degree of industrial processing while assessing the healthiness of food products.

Harmony Between Humanity and Nature: Natural Vs. Synthetic Drug Preference in Chinese Atheists and Taoists

A commonplace observation across many cultures is that humans show a strong preference for natural items on drug choice in the medical domain. Despite an emerging line of psychological research on individual differences in the naturalness-is-better bias, few studies have focused on the role of religious beliefs. According to the core idea of Taoism, people should free themselves from selfishness and desire and behave in concert with the alternating cycles of Nature. Based on the findings regarding the positive relationship between connectedness to nature and naturalness preference, we predict that Taoists, who emphasize harmony between humanity and nature, should show a stronger naturalness-is-better bias than atheists on drug choice due to their higher level of natural connectedness. The results showed that both Chinese atheists and Taoists selected a natural over synthetic drug even though the safety and efficacy of the medicines were described as identical. More importantly, the naturalness-is-better bias is more pronounced in Taoists than atheists. These data suggest that religious beliefs related to individuals' connectedness to nature may moderate the naturalness-is-better bias in health decisions.

Factors affecting consumer attitudes to fungi-based protein: A pilot study

Meat substitutes using alternative proteins can facilitate sustainable diets without compromising animal welfare. The fungal protein, also called mycoprotein is the biomass that results from the fermentation of a filamentous fungus. This paper reports the results of a consumer acceptance study of fungal protein-based meat substitutes using a mixed-method design with a web-based survey and a series of semi-structured interviews amongst European participants. Based on the description provided in the survey, 56% of participants were not directly familiar with fungal proteins but they understood its potential societal benefits. The overall Food Technology Neophobia Score (FTNS) of the sample was moderate (M = 40.0, range = 19-62), with more neophilic participants (52.9%) than neophobic (47.1%). FTN was a significant but weak predictor of Perceived Benefits (PB) and Purchase Intentions (PI). Younger participants perceived fungal proteins more positively, and city-dwellers had higher PI than rural dwellers. Reducetarians were more likely to purchase fungal proteins, compared to unrestricted omnivores. Participants with lower acceptance of fungal proteins' association with mould had significantly lower PI than those who were comfortable with it. In turn, familiarity with fungal protein was positively associated with mould acceptance. The qualitative data suggested that the sensory attributes were the most important factor in the acceptance of meat substitutes. The participants also valued clean label products which were perceived as healthier. Familiarity with other products containing mould seemed to assuage concerns and drive acceptance of fungal protein. The findings suggest that the overall acceptance of fungal protein is still rather low. This may be attributed to the perceived low appeal and tastiness of available fungal protein products.

Do Physicians Prefer Natural Drugs?

Abstract. Background: There is a bias for natural versus synthetic drugs in general populations. Aims: We investigated whether physicians who have advanced medical and scientific training and routinely prescribe drugs exhibit this bias. Methods: Physicians and non-physicians were presented with a hypothetical medical situation in which pharmacological therapy was required. Participants were asked if they would prefer a natural or synthetic drug for treatment. Physicians were also asked which drug they would prescribe to a patient. Results: In a forced-choice paradigm, non-physicians (87.5%) and physicians (79.2%) had an equally strong bias for the natural drug, with physicians (74.3%) also preferring the natural drug for patients. When a 9-point drug choice scale was used, including a “no preference” choice (5), non-physicians ( M = 6.91) and physicians ( M = 5.41) again showed a preference for the natural drug compared to the mid-point of the scale, but the non-physicians’ bias was stronger. Physicians no longer preferred the natural drug for patients ( M = 5.15). Limitations: The participants do not represent a random sample and therefore may not represent physicians/non-physicians in general. Additionally, the responses were hypothetical and may not represent behavior in actual medical contexts. Conclusion: These data indicate that physicians and non-physicians exhibit a bias for natural drugs, with physicians also demonstrating a bias for prescribing natural drugs. However, the bias is reduced in physicians compared to non-physicians when a “no preference” option is available, suggesting that advanced medical and/or scientific training may be beneficial in minimizing this bias.

Sinful Foods: Measuring Implicit Associations Between Food Categories and Moral Attributes in Anorexic, Orthorexic, and Healthy Subjects

Recently, neurocognitive studies have shown that food categorization is sensitive to both the properties of the food stimuli (e.g., calorie content) and the individual characteristics of subjects (e.g., BMI, eating disorders) asked to categorize these stimuli. Furthermore, groups of patients with eating disorders (ED) were described as relying more on moral criteria to form food categories than were control subjects. The present studies built on these seminal articles and aimed to determine whether certain food properties might trigger moral categories preferentially in subjects suffering from ED and in the general population. Using a Go/No-Go Association Task, Study 1 focused on the extent to which food categories are laden with moral attributes in ED patients compared to control subjects. Study 2 was a follow-up with a different design (an Implicit Association Test), another food variable (calorie content), and two non-clinical subgroups (orthorexic and healthy control subjects). Results revealed for the first time implicit associations between food variables cueing for energy density and moral attributes in the general population, the population suffering from anorexia nervosa, and subjects suffering from disordered eating such as orthorexia nervosa. These findings suggest that moralization of food is a pervasive phenomenon that can be measured with methods reputed to be less vulnerable to self-presentation or social desirability biases.

Consumers' decision-making process when choosing potentially risky, frequently used chemical household products: The case of laundry detergents

Chemical household products are a common cause of accidents in the domestic sphere. Despite such products being associated with certain risks in the event of swallowing or contact with the skin or eyes, they are used in nearly every household worldwide for hygiene purposes. In most European countries, chemical household products feature warnings of the Globally Harmonized System (GHS) as well as other warnings. In this eye-tracking study (N = 147), which was conducted in a virtual environment, we examined (i) whether consumers use such warnings when choosing a laundry detergent, (ii) whether they consider information irrelevant to risk assessment and (iii) whether they make use of this information for their final product choice. For this, the participants were split randomly into three experimental groups (a risk priming group, an effectiveness priming group, and a control group) that each received different tasks while purchasing a laundry detergent. The results indicate that the warnings found on laundry detergents are effective when they are used, although the majority of consumers do not look at the warnings. Therefore, we suggest that the alternative placement of warnings or the use of simplified warnings should be considered to improve consumers' awareness of potential risks.

Marketing Healthy Diets: The Impact of Health Consciousness on Chinese Consumers’ Food Choices

Dietary choices, as the types and amounts of foods that individuals consume, are a major determinant of human health and environmental sustainability. From a marketing perspective, it becomes imperative to identify and understand the factors that motivate consumers to adopt a sustainable diet and purchase healthy food. This research is an attempt to contribute to the literature by revealing the major driving forces leading to healthy food consumption and identifying its underlying mechanism. Based on a survey of the diets and lifestyles of 307 Chinese consumers in several cities of the Jiangxi and Guangdong provinces, our empirical results indicate that consumer health consciousness is a major predictor of the intention to purchase healthy products. Such a relationship is explained by the psychological benefits associated with the consumption experience and the perceived naturalness of the product. Moreover, a high perceived nutritional value will enhance the mediation influences of the psychological benefit and the perceived naturalness on purchase intention while a low perceived nutritional value tends to negate such an impact.

People’s perceptions of, willingness-to-take preventive remedies and their willingness-to-vaccinate during times of heightened health threats

Pandemics, such as the current SARS-CoV-2 pandemic, represents a health threat to humans worldwide. During times of heightened health risks, the public’s perceptions, and acceptance of evidence-based preventive measures, such as vaccines, is of high relevance. Moreover, people might seek other preventive remedies to protect themselves from getting infected (e.g., herbal remedies, nutritional supplements). A recent study on consumers’ preference for naturalness showed that people put more weight on perceived naturalness of a preventive remedy compared to a curative one. This result was attributed to the increased focus on perceived effectiveness as opposed to perceived risk. This raises the question whether the current pandemic would shift people’s perceptions from prevention to curing and thus, exhibit a preference for synthetic remedies because they are seen as more effective. The present online experiment (conducted in April 2021) investigated people’s perceptions of vaccines and remedies within the context of the current SARS-CoV-2 pandemic. A 2x2 between-subject design with type of remedy (natural vs. synthetic) and salience of SARS-CoV-2 pandemic (high vs. low) was conducted in Switzerland in spring 2021 (N = 452). The data did not provide evidence of a curative mindset for preventive remedies, as the participants exhibited a clear preference for the natural remedy compared to the synthetic remedy. Our study stresses the importance of understanding people’s mindsets on how to protect themselves from infection with a virus during an ongoing pandemic to tackle misinformation and vaccine hesitancy.

Plant-Based Meat Alternatives: Motivational Adoption Barriers and Solutions

Meat consumption is increasingly being seen as unsustainable. However, plant-based meat alternatives (PBMA) are not widely accepted yet. PBMA aim to imitate the experience of eating meat by mimicking animal meat in its sensory characteristics such as taste, texture, or aesthetic appearance. This narrative review explores the motivational barriers to adopting PBMA while focusing on food neophobia, social norms and rituals, as well as conflicting eating goals that prevent consumers from switching to a plant-based diet. Based on the key characteristics of these motivational barriers, which are informed by research findings in consumer psychology and marketing, solutions are discussed that can help counter the barriers.

“White” Space and Organic Claims on Food Packaging: Communicating Sustainability Values and Affecting Young Adults’ Attitudes and Purchase Intentions

The development of organic food products has proliferated over the past few decades, alongside the use of “white” space on products’ packaging as an element that communicates quality and sustainability values. Despite a growing interest towards green products, sustainable business practices and aesthetics, there is not enough evidence on how specific design elements (i.e., “white” space) of organic food packaging could affect consumers’ brand perceptions, attitude towards the brand (Abr) and purchase intentions (PI). The present study seeks to unveil the role of “white” space as a packaging design element on the effectiveness of organic food products. Based on a content analysis of 406 international packaging designs it establishes the widespread coexistence of organic products with extended, in shades of gray “white” space. A between-subjects experiment with 305 young adults builds on the associations between “white” space and sustainability, and provides evidence on the proposed serial mediation model with perceived naturalness, quality and trustworthiness, and Abr as mediators in the relationship between organic food products and PI, especially when the packaging uses extended “white” space. Pertinent managerial implications with respect to effective packaging design that promotes sustainability values and generates positive attitudes and behaviors towards organic foods are underlined.

Evidence that human oral glucose detection involves a sweet taste pathway and a glucose transporter pathway

The taste stimulus glucose comprises approximately half of the commercial sugar sweeteners used today, whether in the form of the di-saccharide sucrose (glucose-fructose) or half of high-fructose corn syrup (HFCS). Therefore, oral glucose has been presumed to contribute to the sweet taste of foods when combined with fructose. In light of recent rodent data on the role of oral metabolic glucose signaling, we examined psychopharmacologically whether oral glucose detection may also involve an additional pathway in humans to the traditional sweet taste transduction via the class 1 taste receptors T1R2/T1R3. In a series of experiments, we first compared oral glucose detection thresholds to sucralose thresholds without and with addition of the T1R receptor inhibitor Na-lactisole. Next, we compared oral detection thresholds of glucose to sucralose and to the non-metabolizable glucose analog, α-methyl-D-glucopyranoside (MDG) without and with the addition of the glucose co-transport component sodium (NaCl). Finally, we compared oral detection thresholds for glucose, MDG, fructose, and sucralose without and with the sodium-glucose co-transporter (SGLT) inhibitor phlorizin. In each experiment, psychopharmacological data were consistent with glucose engaging an additional signaling pathway to the sweet taste receptor T1R2/T1R3 pathway. Na-lactisole addition impaired detection of the non-caloric sweetener sucralose much more than it did glucose, consistent with glucose using an additional signaling pathway. The addition of NaCl had a beneficial impact on the detection of glucose and its analog MDG and impaired sucralose detection, consistent with glucose utilizing a sodium-glucose co-transporter. The addition of the SGLT inhibitor phlorizin impaired detection of glucose and MDG more than it did sucralose, and had no effect on fructose, further evidence consistent with glucose utilizing a sodium-glucose co-transporter. Together, these results support the idea that oral detection of glucose engages two signaling pathways: one that is comprised of the T1R2/T1R3 sweet taste receptor and the other that utilizes an SGLT glucose transporter.

I Believe It Is Healthy-Impact of Extrinsic Product Attributes in Demonstrating Healthiness of Functional Food Products

Due to the high proportion of impulse purchases and the short time devoted to purchase decisions, packaging and other extrinsic attributes are becoming increasingly important in demonstrating the health benefits of a functional food item to consumers as plausibly as possible. Our research aims at identifying the role of extrinsic features (claims related to ingredients and health claims, organic or domestic origin, as well as the shape and color of packaging), gathered in the course of in-depth literature analysis, in the case of a functional smoothie. Our online consumer questionnaire was completed by 633 respondents, and the answers were assessed by choice based conjoint analysis. Our results show that each examined attribute plays a role in the assessment of health effects. The color blue has the biggest impact on making the consumer believe in the health benefits of the product. This is followed by the indication of organic origin, then the statement emphasizing the natural quality of the ingredients. The assessment of the specific extrinsic attributes is affected by consumers’ general health interest level, their involvement with food items, and their various demographic features.

The Impact of Responsible Food Packaging Perceptions on Naturalness and Healthiness Inferences, and Consumer Buying Intentions

The research presented in this article examines the relationship between consumer perceptions that a food package is responsible (sustainable) and consumers’ intention to purchase the product that it contains. On the basis of the relevant literature, a conceptual model is proposed where this relationship is hypothesized to be mediated by two variables: the product’s perceived naturalness and healthiness. A first study was conducted with the objective of developing a scale with good psychometric properties to measure the perceived naturalness of a food product. The objective of the second study was to test the validity of the two-mediator conceptual model. The results show that the extent to which a food product package is seen as responsible (i.e., recyclable, reusable, compostable) has a positive and statistically significant impact on consumers’ intention to buy it, and that it is through the sequential mediation of the product’s perceived naturalness and healthiness that this relationship unfolds.

Contained: why it's better to display some products without a package

Across varying marketplace contexts (e.g., grocery stores, restaurants, e-commerce) managers display products with and without packaging, seemingly arbitrarily. Does displaying a product packaged as opposed to unpackaged influence consumers' product responses? Six controlled experiments and an Instagram study address this question. We focus primarily on food products but show our results extend to non-food products that are natural (i.e., originate from plants, animals, or humans). We propose that, in addition to its physical function, packaging acts as a symbolic barrier that separates the product from nature, decreasing perceived product naturalness and leading to less favorable product responses. Consistent with our theorizing, the negative effects of packaging attenuate when product information or retail signage highlights the product's connection to nature and are contingent on the importance of product naturalness. Our findings have implications for strategic use of packaging in physical and digital merchandising and sustainability initiatives aimed at reducing packaging.

SUPPLEMENTARY INFORMATION

The online version contains supplementary material available at 10.1007/s11747-021-00800-3.

Anthocyanin Hybrid Nanopigments from Pomegranate Waste: Colour, Thermomechanical Stability and Environmental Impact of Polyester-Based Bionanocomposites

In the present work, anthocyanin (ACN) hybrid nanopigments were synthetized by using a natural pomegranate dye (PD) and calcined hydrotalcite (HT) and montmorillonite (MMT) nanoclays. A wide colour gamut was obtained with MMT-based nanopigments ranging from reddish to bluish hues caused by structural transformations of ACNs at different pH values. However, a buffer effect was observed with HT obtaining samples a similar final colour regardless of the synthesis conditions. Nanopigments added with a biomordant extracted from pomegranate peels showed a different colour compared to the incorporation of a commercial mordant due to the intrinsic colouring properties of the pomegranate bioadditive. The developed nanopigments were incorporated at 7 wt% loading to produce novel polyester-based bionanocomposites which were characterized in terms of thermal, mechanical and colour properties. The encapsulation of PD into the nanoclays improved its thermal stability, in particular for MMT-based nanopigments. The pH changes observed during the nanofillers synthesis affected the final colour of the MMT-based nanocomposites, inducing a general increase in ∆E* and a decrease in gloss values. Slight improvements were obtained in terms of elastic modulus for MMT-based polymer samples confirming the applicability of the developed bionanocomposites as colouring and reinforcement materials. A very similar environmental profile was obtained for MMT and HT-based nanofillers showing MMT-based nanopigments a slightly better general behaviour. The results of the LCA study evidenced the suitability of the processes used in this work to the circular bioeconomy approach through sustainable food waste management and the production of bioplastics using waste substrates.

Directions of Changes in the Health Values of Dairy Products in the Opinion of Consumers

The aim of our research was to assess whether and to what extent the perceived change in the content of selected ingredients in dairy products is important for Polish consumers in accepting the enhancement of the health benefits of dairy products, including yogurt. The data were collected using a CAPI (Computer Assisted Personal Interview) survey on a sample of 983 consumers. The logistic regression model was used to predict the behavior of consumers associated with their willingness to accept the health aspects of improving dairy products. The results indicated that changes in the level of selected ingredients enhanced the willingness to accept increasing the health value of the product. The socio-demographic characteristics of the participants were not associated with the degree of their willingness to accept the improvement of the perceived health attributes. Practitioners in the dairy industry and policy makers can benefit from these results. When designing food products, it is worth focusing on increasing the nutritional value and enhancing the health value of food that is perceived by consumers as generally possessing positive health benefits, rather than on food that is perceived by them as possessing negative qualities.

"Tobacco and Water": Testing the Health Halo Effect of Natural American Spirit Cigarette Ads and Its Relationship with Perceived Absolute Harm and Use Intentions

In 2015, the FDA formally warned Santa Fe Natural Tobacco Company that their "natural" and "additive-free" claims for its Natural American Spirit cigarettes conveyed reduced harm to consumers. In a settlement, Santa Fe was allowed to continue using the word "natural" in the brand name and the phrase "tobacco and water". The company also uses eco-friendly language and plant imagery and these tactics have also been shown to communicate reduced product harm. In this study, we propose the health halo effect as an overarching framework for explaining how these ad tactics mislead consumers in an effort to provide more comprehensive guidance for regulatory action. In a between-subjects experiment, 1,577 US young adults, ages 18-24, were randomly assigned to view one of five Natural American Spirit cigarette ads featuring either: 1) eco-friendly language; 2) plant imagery; 3) the phrase "tobacco and water"; 4) all of these tactics; or 5) a control condition featuring none of these tactics. In line with past research, ads with the phrase "tobacco and water" or with all the tactics together (vs. control) created a health halo effect, increasing perceptions that Natural American Spirit cigarettes were healthier and had less potential to cause disease; these tactics also had an indirect positive effect on smoking intentions through reduced perceptions of the brand's potential to cause disease and perceived absolute harm. Inconsistent with prior work, the eco-friendly language and plant imagery (vs. control) reduced healthfulness perceptions, increased perceptions of absolute harm, and had an indirect negative effect on smoking intentions. We contribute to past research showing that Natural American Spirit cigarette ad tactics mislead consumers. Inconsistent findings are explained in terms of stimuli design and processing of message features, indices of relative message persuasiveness, and multiple versus single-message designs.

Why Do Consumers Intend to Purchase Natural Food? Integrating Theory of Planned Behavior, Value-Belief-Norm Theory, and Trust

Natural labels are increasingly present in the market and appreciated by consumers, despite formal regulation still missing. Knowing the psychosocial factors that may predict natural food choice may be useful to understand what drives consumers to choose this category of food. We analyzed the antecedents of consumers' intention to purchase natural food, testing a theoretical model that integrates the theory of planned behavior (TPB), the value-belief-norm (VBN) theory, and consumers' trust in natural food. A sample of Italian participants (N = 1018) filled an online questionnaire assessing intention to buy natural food, TPB and VBN variables, and trust in the natural food supply chain. The model applied yielded results which confirmed the predictiveness of the tested integrated model. Attitude and perceived behavioral control were the strongest antecedents of intention, followed by trust and personal norm. Consumers' intention to buy natural food was also associated with their evaluation of the consequences and possibilities related to the purchase behavior, as well as with their moral evaluation attributable to pro-environmental determinants.

Parental practices, preferences, skills and attitudes on food consumption of pre-school children: Results from Nutriscience Project

The association between family environment and child’s eating behaviors is well established but a multidimensional approach to study this relation is lacking. This study aimed to assess the proprieties of a questionnaire created to evaluate parental practices, preferences, skills and attitudes regarding fruit and vegetables (F&V), sugar and salt. Participants (n = 714) were families of pre-school children (aged 2–6 years old) of the Nutriscience Project–a web-based gamification program–who answered a questionnaire assessing socio-demographic characteristics, nutrition knowledge, and a scale evaluating parental practices, preferences, skills and attitudes, at the baseline of the project. Exploratory factorial analysis was applied to the scale: 21 items and 5 factors were extracted (52.4% of explained variance) with a Kaiser-Meyer-Olkin (KMO) value of 0.770: 1. Modelling/active promotion of F&V consumption (α = 0.73), 2. Skills for choosing/preparing healthy food (α = 0.75), 3. Food preferences and satiety perception (α = 0.70), 4. Awareness regarding sugar/salt intake (α = 0.61), 5. Allowance regarding F&V consumption (α = 0.55). Kruskal-Wallis and Mann-Whitney tests were conducted to compare factors according to socio-demographic characteristics. Higher scores for parental modelling and active promotion of F&V consumption were observed in older parents, those with higher nutrition knowledge and who reported to live without income difficulties. Regarding food preferences, higher scores were observed in mothers, with higher nutrition knowledge and from higher educated groups. Higher awareness regarding salt and sugar consumption were observed in older parents, with higher education, higher nutrition knowledge and with female children. Older parents and with female children also registered higher scores of skills for choosing/preparing healthy food. The scale showed satisfactory proprieties and may contribute to assess family food environment using a multidimensional approach. It also highlighted the importance of considering socio-demographic characteristics in interventions to promote healthy eating.

Genetic attributions and perceptions of naturalness are shaped by evaluative valence

Genetic influences on human behavior are increasingly well understood, but laypeople may endorse genetic attributions selectively; e.g., they appear to make stronger genetic attributions for prosocial than for antisocial behavior. We explored whether this could be accounted for by the relationship of genetic attributions to perceptions of naturalness. Participants read about positively or negatively valenced traits or behaviors and rated naturalness and genetic causation. Positively valenced phenotypes were rated significantly more natural and significantly more genetically influenced than negatively valenced phenotypes, and the former asymmetry significantly mediated the latter (Experiments 1 and 2). Participants' interpretation of what "natural" meant was not synonymous with valence or genetic attributions (Experiment 3). People ascribe differing degrees of genetic influence to the same phenotype depending on whether it is expressed in socially favored or disfavored ways, potentially representing a significant threat to public understanding of genetics.

Impact of warning labels on reducing health halo effects of nutrient content claims on breakfast cereal packages: A mixed-measures experiment

Chile recently implemented a food labeling law that requires packaged foods with sugar, saturated fats, sodium, and/or calorie content that exceeds government-defined thresholds to carry a front-of-package warning for each excessive nutrient. This law does not prohibit the use of nutrient content (NC) marketing claims on packages, as long as the claims do not directly contradict the warnings. Yet, having NC claims alongside nutrient warnings might send mixed messages confusing consumers about the overall healthiness of a product. The present study tests the co-occurrence of warning labels and NC claims in breakfast cereal packages on product perceptions and behavioral intentions of Chilean adults in a 3 (warnings: none, high calorie, high calorie/high sugar) × 3 (NC claims: none, fiber/wholegrain, low fat/cholesterol-free) mixed-measures experiment. Fiber-related claims had a main effect leading to more positive ratings of the product, compared to having no NC claims or fat-related claims. These positive ratings extended beyond perceptions of the fiber content to perceptions of overall healthiness, naturalness, quality, vitamin content, and intentions to purchase and recommend the product-a health halo effect. No significant interaction between warnings and NC claims was found. However, warnings had a main effect on perceptions irrespective of the presence of NC claims, with one warning significantly reducing ratings, dampening any halo effects, and two warnings further dampening any effects. These findings indicate that warning labels can mitigate, but not eliminate the influences of NC claims on consumer perceptions of product healthiness.

Consumers' attitude toward dietary supplements and functional food: a prospective survey in a Greek population sample

PURPOSE

The main objective of the present study was to investigate the attitudes among a sample of educated Greek consumers toward the use of dietary supplements (DS) and functional foods (FF) given that attitudes and behaviors as regards DS/FF have not been sufficiently evaluated in Southern Europe, where their penetration is lower as compared to northern countries.

METHOD

An online questionnaire was completed by 358 individuals (n = 358, 55.6% females, 44.4% males, and 82% of the total with higher education). Questionnaire reliability was assessed by Cronbach's alpha coefficient while independence among qualitative variables was assayed by Pearson's chi-squared test or Fisher's exact test. The different groups of questions were analyzed by factor analysis, with principal component analysis and Varimax rotation, applied after a factor analysis and Kaiser-Meyer-Olkin (KMO) measure of sampling adequacy test. Finally, a hierarchical cluster analysis based on Ward's method, using the squared Euclidean distance as a measure, was performed in order to identify and classify cases.

RESULTS

Our results revealed that the majority of responders were aware of the principles of healthy eating, considering DS/FF as valid additives conferring beneficial effects. A surprising finding is that consumers, independently of the use of DS/FF, tend to prepare food at home and to adhere strongly to the Mediterranean diet and its principles. In addition, they express a certain degree of wariness as to product labeling and health claims, following instead the recommendations of health professionals and scientific evidence. Finally, they prefer to purchase DS/FF from pharmacies.

CONCLUSION

Our findings provide valuable data concerning active Greek consumers' attitudes toward these relative new products, which could be extended to other Mediterranean and South European populations.

“Following the Science”: In Search of Evidence-Based Policy for Indoor Air Pollution from Radon in Ireland

Radon, a naturally occurring radioactive gas that can accumulate inside dwellings, represents the second biggest cause of lung cancer globally. In Ireland, radon is linked to approximately 300 lung cancer cases every year, equating to 12% of all lung cancer deaths. Despite the health risks posed by radon air pollution, Ireland lacks well-defined and universally applicable air pollution-related public health policies. Through purposive literature sampling, we critically examine the case of indoor radon policy development in Ireland. Specifically, we analyse the evidence-based policymaking process relating to indoor radon pollution from three different knowledge dimensions, namely political, scientific, and practical knowledge. In doing so, we identify various challenges inherent to pollution-related public policymaking. We highlight the difficulties of balancing and integrating information from multiple disciplines and perspectives and argue that input from multiple scientific areas is crucial, but can only be achieved through continued, dialogic communication between stakeholders. On the basis of our analysis, we suggest that a transdisciplinary perspective, defined as a holistic approach which subordinates disciplines and looks at the dynamics of whole systems, will allow evidence-based policymaking to be effective. We end with recommendations for evidence-based policymaking when it comes to public health hazards such as radon, which are applicable to sustainable air pollution management beyond Ireland.