How should importance of naturalness be measured? A comparison of different scales

Food essentialism: Implications for expectations and perceptions of the properties of processed foods

Despite the impact of processed foods on health, sustainability, and food security, consumers vary greatly in expectations about and preferences for processed foods. Essentialism is the lay belief that items in a category share a fundamental and immutable essence that generates the category's defining characteristics. Although essentialism may be an important determinant of consumers' cognitions about processed foods, there has been limited investigation of essentialism's role in food-related perceptions. Across two studies (n=598 total), we used a novel measure of food essentialism to examine whether individual differences in beliefs about foods as having essences (food essentialism) are related to perceptions of foods retaining more of their natural characteristics (sensory and nutritive properties) despite their level of processing. Across diverse food categories (meats, vegetables, fruits, legumes, dairy), higher levels of perceived food processing were associated with lower perceived retention of naturalness, nutritiousness, natural taste, functional post-ingestive benefits, and acceptability (liking). However, participants endorsing greater (vs. lower) food essentialism beliefs exhibited weaker relationships between perceived processing and these characteristics. We also observed variations across food categories in relationships between perceived level of processing and food properties, suggesting that some foods (i.e., milk-based products) are perceived to possess essences that are more robust despite undergoing higher levels of processing. These findings demonstrate that food-specific essentialism beliefs may be a fundamental determinant of consumers' expectations of how human intervention, such as processing, affects natural properties of foods. These beliefs may be a promising target for future research to shift consumer acceptance of processed foods.

The valency of consumers' perceptions toward cultured meat: A review

The prospects of developing a global market for cultured meat are arguably beginning to increase due to an increase in Scientific breakthroughs that are lowering the cost of production of cultured meat. This study aims to assess consumers' receptiveness to cultured meat by evaluating the valency of positive and negative perceptions toward cultured meat. It does this by reviewing the poll statistics of past studies that evaluated consumers' risk and benefit perceptions of cultured meat. The study's results indicated that consumers had a strong belief in the possible social, cultural and ethical benefits associated with cultured meat. The findings also showed that consumers' biggest concern was about its possible low quality. The regional analysis indicated that statistics from the North American countries showed very high positive perceptions about cultured meat while statistics from developing countries indicated the most reservations about the product. The results dispelled the belief that social and cultural issues would rank highest as hinderances to consumer acceptance in developing countries and highlighted differing motivators for acceptance in Eastern and Western Europe. The evidence-based knowledge reported in this paper is useful in giving insights of how a global cultured meat industry could be distributed and which perception areas would present the biggest challenges or drivers of consumer acceptance.

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.

Milk, Meat, and Fish From the Petri Dish—Which Attributes Would Make Cultured Proteins (Un)attractive and for Whom? Results From a Nordic Survey

Cultured meat, fish, or dairy produced in vitro are discussed as one of the most substantial disruptions the food sector might encounter in the coming decades. These cultured proteins are proposed as a potential solution to the detrimental effects industrial food farming and fishing have on the environment and animal welfare as they would allow people to continue consuming meat, fish, or dairy products while at the same time substantially reducing the burden for the planet. For most people, however, this technology is still unknown, and it is largely unclear how they position themselves toward it. This paper presents the results of a representative survey (N = 3,864) in three Nordic countries (Norway, Denmark, and Finland). After briefly introducing the technological background, respondents spontaneously assessed their general attitude toward cultured proteins, their willingness to try them, and the likelihood that changes in 24 features of cultured protein would improve the respondents' attitude toward cultured protein products. The results showed that people in the studied countries have a neutral to a slightly positive view of cultured protein products. More familiarity seems to improve acceptance. Males, younger people, and vegans/vegetarians are particularly positive. The anticipated attitude change profiles showed that meat-eating identity, social norms, environmental concern, and country yielded the clearest profile differences, whereas health identity, age, innovativeness, income, education, and gender have smaller effects. People on a vegan or vegetarian diet cared less about most of the positive and negative aspects of cultured proteins compared to meat-eaters, with the exception of environmental and ethical aspects.

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.

Stated Preferences for Plant-Based and Cultured Meat: A Choice Experiment Study of Spanish Consumers

Meat production and consumption have been claimed to have negative impacts on the environment, and even on the consumer’s health. In this sense, alternative sources of protein, mainly meat substitutes and cultured meat, have emerged due to those perceived negative effects. Our paper carries out a choice experiment to analyze the preferences of 444 Spanish consumers and their willingness to pay for plant-based and cultured meats, as compared to conventional meat. Spain was considered of interest for this study due to its significant gastronomic culture, with high-quality meat products that make a great contribution to the economy, meaning that this could be a suitable and also challenging market in which to test alternative sources of protein. The findings show that consumers’ motivations and their interactions with these products are complex. Additionally, a cluster analysis allowed us to identify three types of consumers in terms of preference for these products: price-sensitive millennials, conscious/concerned consumers, and indifferent consumers. Only one group showed some level of acceptance of these alternative products meats.

What does it mean to say that cultured meat is unnatural?

Cultured meat offers a potential alternative to factory farming and its associated problems. Despite this, public opinion about cultured meat is mixed. One concern cited by many potential consumers is that cultured meat is "unnatural". Although there has been much interest in this perspective, there has been virtually no research exploring the psychological factors that motivate this view. The current study (N = 904) examines the beliefs, worldviews, and attitudes associated with the conclusion that cultured meat is unnatural. We found little evidence that naturalness perceptions flowed from a process of analytic reasoning; rather, ratings of unnaturalness appear to be grounded in affective mechanisms such as disgust and fear. This suggests that acceptance strategies that target analytic processing (e.g. information) may have limited success, which has indeed been the case with the strategies tested to date. Our findings are informative for research programs and cultured meat marketing strategies going forward.

Consumer Acceptance of Cultured Meat: An Updated Review (2018–2020)

Cultured meat is one of a number of alternative proteins which can help to reduce the demand for meat from animals in the future. As cultured meat nears commercialization, research on consumers’ perceptions of the technology has proliferated. We build on our 2018 systematic review to identify 26 empirical studies on consumer acceptance of cultured meat published in peer-reviewed journals since then. We find support for many of the findings of our previous review, as well as novel insights into the market for cultured meat. We find evidence of a substantial market for cultured meat in many countries, as well as markets and demographics which are particularly open to the concept. Consumers mostly identified animal- and environment-related benefits, but there is plenty of potential to highlight personal benefits such as health and food safety. The safety of cultured meat and its nutritional qualities are intuitively seen as risks by some consumers, although some recognize potential benefits in these areas. Evidence suggests that acceptance can be increased with positive information, as well as frames which invoke more positive associations. We conclude by arguing that cultured meat will form one part of a varied landscape of future protein sources, each appealing to different groups of consumers to achieve an overall reduction in conventional meat consumption. We acknowledge a range of pro-cultured meat messaging strategies, and suggest that framing cultured meat as a solution to existing food safety problems may be an effective approach to increase acceptance. In the long-term, objections based in neophobia and norm violation will decrease, and widespread acceptance will depend in large part on the price and taste.

The Importance Given to Food Naturalness Attributes by Millennial University Students

So-called natural food is one of the most significant current trends in the food business. Despite this trend, previous research on the measurement of naturalness has made no distinction between different groups of consumers. Therefore, the objective of this study is to explore the attributes important to millennial university students when evaluating food naturalness. The study is based on a questionnaire administered to a sample of 372 respondents. Using a partial least square (PLS) methodology, it performs a standard confirmatory factor analysis for measurement and validations. As a result, it identifies one attribute linked to how the food is grown and eight attributes associated to how it is produced and processed. These findings have several implications. Apart from testing previous scales in a millennial context, they confirm that market strategies must take different understandings of naturalness into account contingent upon the consumer group.