Do EU consumers think about meat reduction when considering to eat a healthy, sustainable diet and to have a role in food system change?

Consumer Knowledge and Willingness Pertaining to the Adoption of a Sustainable Diet: A Scoping Review

The current food system is harming both planetary and human health. The shift to a sustainable diet can help alleviate both adverse effects. The aim of this review was to conduct a scoping review of the literature pertaining to consumer knowledge and willingness concerning the adoption of a sustainable diet. A total of 45 papers met the eligibility criteria. Preferred Reporting Items for Systematic Reviews and Meta-analyses Extension for Scoping Reviews (PRISMA-ScR) guidelines were employed to conduct the scoping review. Studies reported that many participants have misconceptions regarding the meaning of a sustainable diet, and their willingness to adopt a sustainable diet was oftentimes low. Evidence also suggests that the lack of knowledge regarding sustainable diets and the reluctance to reduce meat consumption are chief factors hindering the transition to a sustainable diet. Gender imbalance was also evident with females forming the majority of total participants. During the time of the literature search, no studies were conducted in Ireland. Research needs to be conducted in this country, specifically on young consumers, to explore their knowledge and willingness to adopt a sustainable diet. This would provide further insights into the research area of sustainable diets.

Consumer perceptions of healthy and sustainable eating

The current food system is unsustainable. It encourages unhealthy food choices, increasing the risk of non-communicable diseases, and has a substantial environmental impact, responsible for around a third of all anthropogenic greenhouse gas emissions. Improving both public and planetary health will require dietary change. To promote this transition, it is crucial to understand how consumers conceptualise healthy and sustainable eating. The aim of this review was to examine how adults from high-income countries interpret healthy and sustainable eating, with a specific focus on Ireland and the UK. As healthy eating and sustainable eating are often conceptualised as distinctive constructs, we explored each of these separately before examining how consumers perceive them together. Most consumers have a reasonable understanding of what constitutes a healthy diet, with many echoing aspects consistent with dietary guidelines. However, consumers perceptions of healthy eating often extend beyond these health-centric recommendations, incorporating concepts such as the pleasure of eating and supporting mental well-being. Sustainable eating, on the other hand, is less well understood. Most consumers overemphasise the importance of eating local, organic food and reducing packaging and underestimate or are unaware of the environmental impact of red meat consumption. These findings provide a clear opportunity to improve public awareness of healthy and sustainable diets. Moreover, they emphasise the need to promote the synergies between healthy and sustainable dietary practices. However, knowledge alone will not be enough to change behaviour. Future interventions should also seek to overcome consumers competing dietary priorities and create system-wide changes.

Effects of a cafeteria-based sustainable diet intervention on the adherence to the EAT-Lancet planetary health diet and greenhouse gas emissions of consumers: a quasi-experimental study at a large German hospital

BACKGROUND

Sustainable diets contribute to improving human health and reducing food-related greenhouse gas emissions (GHGE). Here, we established the effects of a facility-based sustainable diet intervention on the adherence to the EAT-Lancet Planetary Health Diet and GHGE of consumers.

METHODS

In this quasi-experiment, vegan menus and educational material on sustainable diets were provided in the largest cafeteria of a German hospital for 3 months. Regular customers (> 1/week) in this cafeteria (intervention group) and in all other hospital cafeterias (control group) completed a questionnaire about their sociodemographic and dietary characteristics before and after the intervention period. We calculated difference-in-differences (DID), their 95% confidence intervals (CIs), and p-values for the adherence to the EAT-Lancet Planetary Health Diet Index (PHDI; 0-42 score points) and food-related GHGE. The protocol was registered at the German Clinical Trial Register (reference: DRKS00032620).

FINDINGS

In this study population (N = 190; age range: 18-79 years; women: 67%; highest level of formal education: 63%), the mean baseline PHDI (25·1 ± 4·8 vs. 24·7 ± 5·8 points) and the mean baseline GHGE (3·3 ± 0·8 vs. 3·3 ± 0·7 kg CO2-eq./d) were similar between the intervention (n = 92) and the control group (n = 98). The PHDI increase was 0·6 points (95% CI: -0·4, + 1·6) higher in the intervention group than in the control group. This trend was stronger among frequent consumers of the vegan menu than among rare and never consumers. No between-group difference was seen for GHGE changes (DID: 0·0; 95% CI: -0·2, + 0·1 kg CO2-eq./d).

INTERPRETATION

Pending verification in a longer-term project and a larger sample, this quasi-experiment in a big hospital in Germany suggests that offering vegan menus and information material in the cafeteria enhances the adherence to healthy and environmentally friendly diets among regular customers. These findings argue for making sustainable food choices the default option and for improving nutrition literacy.

FUNDING

Federal Ministry of Economic Affairs and Climate Action (BMWK), Else-Kröner-Fresenius Foundation (EKFS), Robert-Bosch Foundation (RBS).

Similarities and differences between vegetarians and vegans in motives for meat-free and plant-based diets

Plant-based diets are quickly gaining popularity for their benefits to animal welfare, the environment, and public health. Compared to meat-eaters, meat-abstainers such as vegetarians and vegans are especially motivated by animal rights and the environment. However, little is known about the motivational and psychological factors that distinguish vegetarians from vegans, and what prevents vegetarians to shift towards a fully plant-based diet. In a sample of vegans (n = 335) and vegetarians (n = 182), we investigated a) motives for reducing or quitting meat consumption and b) motives for reducing or quitting animal product (dairy and egg products) consumption, as well as moral psychological and social-contextual factors that may explain potential differences. Results demonstrate that vegetarians and vegans tend to be similar in their motives to abstain from meat consumption and are most strongly motivated by animal rights. However, vegetarians are less motivated by health, environmental, and especially animal rights for dairy/egg reduction compared to meat reduction and compared to vegans. Lower moral concern for animals, stronger beliefs in human supremacy over animals, and heightened veganism threat among vegetarians (vs. vegans) partly explained why vegetarians were less strongly motivated by animal rights for dairy/egg reduction. Human supremacy beliefs also explained differences between vegetarians and vegans in health and environmental motives for dairy/egg reduction. Furthermore, vegetarians reported significantly less social support for plant-based diets and perceived more practical barriers to plant-based diets than vegans. These findings reveal meaningful differences in the motivational and psychological profiles of vegetarians and vegans and highlight the value of distinguishing between motives for meat-free diets and motives for plant-based diets.

Planetary health diet versus usual diet in adolescents. How do food and physical activity influence academic performance?

Introduction

Objective: to analyze the relationship of the similarity of planetary health diet and habitual diet with the practice of physical activity on the academic performance of adolescent high school students by gender. Method: 877 adolescents were evaluated. The diet is reviewed through the 24-hour reminder. Physical activity was classified according to type of activity, frequency, duration, and intensity using the APALQ questionnaire. The caloric intake of adolescents was compared with the proposal of the EAT-LANCET commission, and the relationship between physical activity and diet with academic performance was again established. Results: Mexican adolescents do not comply with the proposal of a planetary health diet. No relationship was found between physical activity and academic performance. On the other hand, animal proteins rich in fats are consumed doubly according to the recommendation; these and whole grains, both are inversely related to better academic performance. Conclusions: Mexican adolescents are far from consuming a planetary health diet. Physical activity was not related to academic performance, but there is an inverse relationship between fat-rich animal proteins and whole grains in relation to subjects that contribute to academic performance, which suggests that a healthy diet such as the planetary diet proposal could have an impact on environmental sustainability and favorably impact the academic performance of adolescents.

Willingness for more vegetarian meals in school canteens: Associations with family characteristics and parents' food choice motives in a French community

The school meal system could contribute to the transition towards more sustainable food system by promoting plant-based meals. Knowing whether parents want more vegetarian school meals for their children is a prerequisite for a successful implementation. The present study aimed to estimate the proportion of parents who would opt for more vegetarian school meals for their children and to study associations of willingness with family characteristics and food choice motives. An online survey was sent to parents whose children are registered for school canteen in Dijon (France). We collected child-level information, data on family sociodemographic characteristics, and data on dietary habits and food choice motives of the family. We examined family characteristics associated with the willingness to increase the frequency of vegetarian school meals from one meal per week to two or daily. Generalized linear models were performed. In total, 49% of parents were willing to opt for a second weekly vegetarian meal and 26% for a daily vegetarian meal for their children (n = 1261). Parents willing to opt for more vegetarian meal were more likely to have higher education, be flexitarian or vegetarian and to currently opt for pork-free meals for their children, and their children attended the school canteen less frequently. Environmental motives were positively associated with the willing to opt for a second weekly vegetarian meal; familiarity and sensory appeal motives were negatively associated. Health and animal welfare motives were positively associated with the willing to opt for a daily vegetarian meal and sensory appeal was negatively associated. Increasing the frequency of vegetarian school meals would satisfy a demand expressed by parents but must be accompanied by interventions enhancing pleasure of eating vegetarian meals.

Mental models of the protein shift: Exploring consumers' perceptions of the transition

The protein transition is one of today's major societal challenges to mitigate climate change. To support lasting consumer engagement, it has been suggested to look into consumers' understanding of the protein transition to identify barriers that go beyond the practical issues of changing one's diet. The current study explored consumers' mental models of how the transition unfolds to examine which factors consumers perceive as important drivers of the transition. With a fixed set of factors and actors identified with a questionnaire, Dutch consumers (N = 214) mapped their mental models. The content and structure of the mental models were analyzed with a focus on how consumers perceive their own role. Animal well-being and environmental concerns were most often included as important drivers. The findings showed a lack of consensus about which actor(s) drive the transition (i.e., none of the actors were included by a majority of the participants). This diffusion of responsibility may be a barrier for consumers to act. Moreover, the relative simplicity of the observed mental models suggests that consumers do not yet employ systems thinking. A systems thinking mindset may help consumers understand how the system behind the transition works and how their individual contributions matter. Two avenues to encourage consumer engagement were identified: 1) emphasizing the responsibility of different actors and what consumers can contribute, and 2) encouraging a systems thinking mindset.

Meat Consumption and Availability for Its Reduction by Health and Environmental Concerns: A Pilot Study

(1) Background: Excessive meat consumption has raised multiple health and environmental concerns; however, there are no data on the population's willingness to reduce its intake for these reasons. The current study aims to assess the frequency of meat intake and readiness to limit consumption due to concern about the impact on health and the environment in residents of the Lisbon metropolitan region. (2) Methods: This analytical cross-sectional observational study was carried out in 197 residents in the metropolitan region of Lisbon. The participants were divided into two groups by age (GI: 20-29 years; GII: 40-64 years). Meat consumption and willingness to reduce it were assessed through a questionnaire. (3) Results: Most participants (67%) reported not having knowledge about the ecological footprint of meat. Being a less frequent meat consumer (<1 time per day) is associated with a willingness 3.6 times higher (p < 0.001) to reduce meat consumption due to sensitivity to the impact on health and 4.0 times higher (p < 0.001) due to environmental reasons. (4) Conclusions: Lower meat consumption frequency was associated with reductions in this consumption for environmental and health reasons.

Fake meat or meat with benefits? How Dutch consumers perceive health and nutritional value of plant-based meat alternatives

Animal agriculture has a large impact on the environment. Hence, there is an increasing demand for meat alternatives - more sustainably produced plant-based products that replace meat as meal component. Demands for meat alternatives also seem to be fuelled by consumers' belief that meat alternatives are healthier than meat products. In an online questionnaire study, we examined whether consumers indeed perceived meat alternatives to be healthier, to what degree consumers adequately estimated the nutritional value of meat (alternatives), and whether a nutrition claim could misguide consumers. In a panel of 120 Dutch consumers, it was found that meat alternatives were generally perceived as being healthier than meat products. According to supermarket data, meat alternatives contained less protein and saturated fat, higher levels of fibre and salt compared to meat. Consumers were found to overestimate the protein content of meat alternatives relative to meat products, especially when meat alternatives carry a 'high in protein' claim. The current beliefs about the healthiness and nutritional content of meat and meat alternatives are precarious and a fair, transparent, and understandable environment should be created for the conscious consumer.

Meat Consumption, Sustainability and Alternatives: An Overview of Motives and Barriers

Meat and meat products are important sources of protein in the human diet. However, their consumption or excessive consumption has been questioned as this has been related to sustainability and health issues. Due to this, alternatives to conventional meat consumption, such as meat produced more sustainably or meat alternatives, have been considered. The aim of the present work is to gain insight into the meat consumption of different countries, the motives for and barriers to this consumption, as well as into the consumption of more sustainably produced meat with particular focus on organic meat and meat alternatives. Information on meat consumption has been obtained using FAOSTAT data and maps have been constructed using SAS software. Results showed that, in general, albeit with variations between and within countries, there is a tendency to decrease red meat consumption and increase poultry consumption, while for pork consumption the tendency is less clear. Motives and barriers for meat and meat alternative consumption have been reviewed and it is possible to see that these are very variable and that they, in addition to the intrinsic and extrinsic characteristics of the meat, are also related to consumers' attitudes and beliefs. Thus, it is important to inform consumers in a truthful and reliable way in order to allow them to make well-founded decisions regarding the consumption of these products.

'Nutritional Footprint' in the Food, Meals and HoReCa Sectors: A Review

Nowadays, the food industry is integrating environmental, social, and health parameters to increase its sustainable impact. To do this, they are using new tools to calculate the potential efficiency of nutritional products with lower levels of environmental impact. One of these tools is called the 'nutritional footprint', created by Wuppertal Institute for Climate, Environment and Energy GmbH. This study aims to review this concept and clarify its historical development, its use in several sectors of the food industry, and its transformation from a manual to an online tool. Results reflected that it is a suitable indicator that integrates nutritional, environmental, and social-economic dimensions to help the decision-making process in the procurement of more sustainable products and, although it is limited to Germany due to the use of the national standard nutritional intakes of Germany, its importance lies in the fact that is a promising instrument to promote environmental sustainability in the context of food, meals, and the hotel, restaurant and catering (HoReCa) sectors.

Pro-environmental food practices in EU countries strongly suggest mutually reinforcing improvements in gender equality and environmental sustainability

This paper seeks to understand how pro-environmental food practices among women and men in the EU can be supported by considering the interlinkages between gender equality and environmental sustainability. A special aspect is that the role of gender equality is interpreted in terms of Schwartz's theory on national cultural values, which relates gender equality to cultures that emphasize intellectual autonomy and egalitarianism. The paper investigated how pro-environmental food practices (including meat reduction) among women and men correlated with their countries' national income level and its level of gender equality. It was a multilevel analysis of survey data from 27 countries (Eurobarometer 95.1, Spring 2021). Considering that studies about gender equality and the environment often find problematically high correlations between gender equality and national income, this study focused on political gender equality (i.e. women's representation in parliament), which had desirable characteristics. National income and political gender equality had complementary impacts on the adoption of pro-environmental food practices (including meat reduction). Men reported more target practices when living in richer countries; the same applied even more strongly to women when living in richer and more politically gender-balanced countries. It was concluded that women may have developed more autonomy by, inter alia, adopting pro-environmental food practices. At the level of individual behavior, this illustrates "mutually reinforcing dynamics" in the pursuit of gender equality and environmental sustainability goals.

Comparing meat abstainers with avid meat eaters and committed meat reducers

Shifting our eating patterns toward less animal-based and more plant-based diets is urgently needed to counter climate change, address public health issues, and protect animal welfare. Although most consumers agree that these are important topics, many consumers are not particularly willing to decrease the meat intensity of their diets. In supporting consumers to shift their diets, it is important to understand consumers' attitudes, motivations, and preferences related to meat consumption and to take differences across consumers on these aspects into account. This study aims to in-depth research meat abstainers (vegetarians and vegans), and to explore how and to what extent they differ from avid meat eaters and committed meat reducers in terms of their (1) socio-demographic characteristics, (2) attitudes and norms, (3) food choice motives, and (4) food preferences and behavior. A survey has been conducted among a representative sample of Dutch adults. Comparisons show that meat abstainers (N = 198) differ from committed meat reducers (N = 171) and avid meat eaters (N = 344) on the four included categories of variables. In terms of demographics, we largely confirm the stereotype of vegans and vegetarians being highly educated females. In attitudes and norms, large differences exist with meat abstainers being least pro-meat and avid meat eaters being most pro-meat. Food choice motives confirm this, with meat abstainers valuing animal welfare and a good feeling higher than committed meat reducers and avid meat eaters. Finally, differences across the groups are most pronounced in terms of their food preferences and consumption, with a much higher appreciation of plant-based protein sources among meat abstainers, a high appreciation of non-meat animal-based proteins across committed meat reducers and a high appreciation of meat products among avid meat eaters. This shows that although differences across the groups are gradual and expected, in terms of reduction motivations and preferences of protein sources the three groups (frequent meat consumption-meat reduction-meat avoidance) are very distinct, which makes it unlikely to expect big shifts from one group to another in the short term.

International comparisons, domestic influences and where to next? The case of Irish meat consumption

Meat consumption internationally is driven by many common factors. While this broadly results in similar temporal trends, diversity in how these factors play out locally is evident. Drawing on secondary data sources, this paper illustrates this by comparing Irish meat consumption with other geographies. It illuminates the differential impact of significant shocks, e.g. the BSE crises, and socio-cultural factors on consumption. With increased attention on sustainability, how motivations relating to health, the environment and animal welfare will influence consumption is likely to vary across countries. Questions arise as to how strategies such as "less but better" will evolve, with available options including changing production parameters, producing meat-blended products, premiumisation and meat reduction. Given that the demand for meat stems as much from its traditional role in cultural practices as it does from satisfying individual needs, the extent to which consumer needs are being met by current offerings will change as the position held by meat in society changes.

Meat consumption and flexitarianism in the Low Countries

Against the backdrop of meat production and consumption being increasingly contested, this paper presents a narrative descriptive review of (reductions in) meat consumption in the Netherlands and Belgium with a focus on trends during the period 2010-2020. Based on household panel purchasing data and supply balance sheet data as proxies, our analysis shows that meat consumption in the Netherlands is relatively stable, based on supply balance sheet data, despite an estimated annual decrease of around 250 g per capita per year based on household panel purchasing data. Meanwhile, household purchasing panel data for Belgium show a more steady and stronger decline with an annual decrease of slightly >1 kg per capita per year over the past decade, as well as more fluctuations based on supply balance sheet data. The 'Covid-year' 2020 displays a distinct pattern in both countries which deserves further exploration. Both countries face growing shares of (self-declared) flexitarians (ranging from around or above 30% in Belgium to 40% or more in the Netherlands depending on the data source and its definition of flexitarians) and consumers who claim to intend reducing their meat consumption in the future. The analysis reveals important differences in research methodologies, sample compositions, and analytical techniques. Such differences raise caveats for direct comparison between countries and impose challenges for the (European) monitoring of the so-called 'protein transition'. Although some change is occurring, the data suggest that meat reduction calls resonate still more in terms of people's attitudes, awareness, and intentions than in overt dietary behavioral change. Overall, our findings provide reason to conclude that the established meat-centered food system and its dominant meat-eating culture are still prevailing in the Low Countries.

Lowering Red Meat and Processed Meat Consumption With Environmental, Animal Welfare, and Health Arguments in Italy: An Online Experiment

Introduction

In addition to being a source of valuable nutrients, meat consumption has several negative consequences; for the environment, for animal welfare, and for human health. To persuade people to lower their meat consumption, it is assumed that the personal relevance of the topic of lowering meat consumption is important as it determines how people perceive the quality of the arguments.

Method

In an experimental exploratory field study (n = 139), participants recruited from the general Italian population were randomized to one of the four conditions with a text with pictures on the environmental, animal welfare, or health consequences of meat consumption, or a text on mustard (the control condition). The dependent variables were self-reported consumption of red meat and processed meat after 2 weeks. Personal relevance was assessed in the pre-test with self-reported meat consumption and intention.

Results

The interaction between pre-test meat consumption and condition was significant: In participants who scored high on pre-test meat consumption, the self-reported red meat consumption after 2 weeks in the health argument condition was significantly lower compared to the control condition and the environmental argument condition. The effects of pre-test intention as a moderator were less certain.

Discussion

The persuasive effects of the different arguments made a difference only in people who ate a relatively high level of meat in pre-test, and the type of arguments made a difference. Although the present outcomes are caused by the specific formulations of the arguments in this study, the results do show that it is relevant to choose the arguments carefully to ensure effectiveness.

The Source of Protein or Its Value? Consumer Perception Regarding the Importance of Meat(-like) Product Attributes

Food product attributes may significantly influence the general perception of the product itself, as well as the willingness for its consumption. Assessment of the product is based on customers’ beliefs and individual preferences. Because meat-like products are presented as meat substitutes providing sufficient protein values, the present study aimed to determine the effect of protein source and labelling pointing at high protein content on the evaluation of the product. The experimental online study was conducted with a group of 552 respondents. Four versions of product packaging were designed and tested. These packages differed in the presence or absence of the Nutrition Claim and the presence of the text indicating the vegetable or meat origin of the product. Data collected in the experiment were analyzed using a 2 × 2 ANOVA. The study revealed that the source of protein (plant vs. animal) appears to shape consumers’ perception of the product as more eco-friendly (F (1.518) = 38.681, p < 0.001, η2 = 0.069), natural (F (1.518) = 15.518, p < 0.001, η2 = 0.029), and healthy (F (1.518) = 25.761, p < 0.001, η2 = 0.047). Moreover, labelling including a “high-protein” Nutrition Claim increases the willingness to consume the product (F (1.518) = 4.531, p = 0.034, η2 = 0.009), and provides the impression of it being more eco-friendly (F (1.518) = 6.658, p = 0.01, η2 = 0.012) and of a higher quality (F (1.518) = 7.227, p = 0.007, η2 = 0.014). The obtained results may have theoretical significance by improving the understanding of factors determining the perception of food products and the use of meat substitutes.