It’s not queasy being green: The role of disgust in willingness-to-pay for more sustainable product alternatives

Challenging cultured meat naturalness perceptions: The role of consumers' mindset

Cultured meat, produced through in vitro cultivation of animal cells, has emerged as a promising solution to environmental, health, and ethical issues resulting from conventional meat production. However, acceptance remains a crucial challenge, significantly influenced by perceptions of unnaturalness. Previous research has demonstrated the limited success of messaging strategies aimed at countering these perceptions. Across two experimental studies, this research breaks new ground by examining these strategies through the lens of mindset theory-i.e., beliefs about the fixedness or malleability of human attributes. In Study 1, we present findings illustrating that a strategy challenging the importance of naturalness is effective at increasing cultured meat acceptance among consumers with a growth mindset. In Study 2, we demonstrate how complementing such messaging strategy with a specific form of creative narrative can make it effective among consumers with a fixed mindset too. Our findings are informative theoretically, extending mindset and narrative theories to the context of cultured meat and, practically, examining the effectiveness of different communication strategies in driving consumer acceptance of the product.

Insects as Food: Consumers' Acceptance and Marketing

The growing demand for livestock products is associated with an increase in environmental, economic, and ethical issues. New alternative sources of protein such as edible insects have recently been developed to tackle these issues with fewer drawbacks. However, several challenges are associated with insect-based food, mainly regarding consumer acceptance and commercialization. In this systematic review, we explored these challenges by reviewing 85 papers from 2010 to 2020, which were selected following the PRISMA methodology. Additionally, we applied the SPIDER (Sample, Phenomenon of Interest, Design, Evaluation, and Research type) tool for developing the inclusion criteria. Our analysis adds new knowledge to previous systematic reviews on this topic. It reveals both a comprehensive framework of factors influencing consumers' acceptance of insects as food and aspects of the marketing mix of these products. Disgust, food neophobia, familiarity, visibility of insects, and taste appear to be the most significant factors that can prevent consumers from consuming insects as food. The motivations for acceptance are found to be familiarity and exposure. The results of this review provide insights for policymakers and stakeholders who wish to develop marketing strategies that can increase consumer acceptance of insects as food.

The Potential Future of Insects in the European Food System: A Systematic Review Based on the Consumer Point of View

Edible insects recently gained attention as a potential contributor to the future sustainability of the food system. Insect farming has indeed shown to have environmental and nutritional benefits, but edible insects are still an unusual foodstuff in Europe. The purpose of this article is to analyze the barriers and drivers of insect consumption in Europe and to identify the most promising strategies to convince consumers to include insect-based products in their diets. To answer these research questions, a systematic review of the literature on the consumer's point of view about insects as food was performed. The results show that the main barrier to the development of this market is related to the psychological rejection of consumers induced by disgust toward entomophagy. To break down these barriers, it is essential to increase the general knowledge about the environmental and nutritional benefits of entomophagy. Furthermore, the limited size of the edible insect market appears to be a structural barrier. Expanding the reach of the market and consumer familiarity with edible insects will increase their acceptability. Finally, some product-related strategies are also highlighted. Furthermore, this article brings new knowledge about the effectiveness of the environmental motive in convincing consumers to try edible insects.

Consumer Preference Segments for Plant-Based Foods: The Role of Product Category

A survey of willingness to consume (WTC) 5 types of plant-based (PB) food was conducted in USA, Australia, Singapore and India (n = 2494). In addition to WTC, emotional, conceptual and situational use characterizations were obtained. Results showed a number of distinct clusters of consumers with different patterns of WTC for PB foods within different food categories. A large group of consumers did not discriminate among PB foods across the various food categories. Six smaller, but distinct clusters of consumers had specific patterns of WTC across the examined food categories. In general, PB Milk and, to a much lesser extent, PB Cheese had highest WTC ratings. PB Fish had the lowest WTC, and two PB meat products had intermediate WTC. Emotional, conceptual and situational use characterizations exerted significant lifts/penalties on WTC. No penalty or lifts were imparted on WTC by the situational use of ‘moving my diet in a sustainable direction’, whereas uses related to ‘when I want something I like’ and ‘when I want something healthy’ generally imparted WTC lifts across clusters and food categories. The importance of this research for the study of PB foods is its demonstration that consumers are not monolithic in their willingness to consume these foods and that WTC is often a function of the food category of the PB food.

Review of factors affecting consumer acceptance of cultured meat

Concerns about animal welfare and sustainable meat production are growing among consumers. The awareness of carbon emissions linked to livestock and ethical concerns have triggered interest in more sustainable meat alternatives, among which cultured meat (also known as laboratory grown meat) is a recent entry. Like any new food, the ultimate success of cultured meat depends on consumer acceptance. This study analyses the peer-reviewed literature on consumer attitudes towards cultured meat to synthesize the existing evidence and identify priorities for future research. A systematic literature review was undertaken using the Web of Science, Science Direct and Scopus databases over 2008-2020, resulting in a final number of 43 articles meeting our selection criteria. The most important factors influencing consumer acceptance/rejection of cultured meat include public awareness, perceived naturalness, and food-related risk perception. Ethical and environmental concerns prompted consumers to be willing to pay a premium price for purchasing meat substitutes, but not necessarily cultured meat. Also, food neophobia and uncertainties about safety and health seem to be important barriers to uptake of this technology. Availability of other alternatives such as plant-based meat substitutes and product features, such as price and sensory appeal, are considered determinants of consumer reception of this technology. The effect of demographic factors is mixed. More research on the interrelationships between livestock production, food security, and alternative meat products is recommended.

From toilet to table: value-tailored messages influence emotional responses to wastewater products

BACKGROUND

Products made from recycled organic materials are an important part of a circular economy, but the question is whether they will be adopted by the public. Such products can elicit strong emotional responses and public resistance. As a case in point, we studied products made from sewage waste, such as recycled toilet paper, which can serve as material alternative to wood and plastic when making household items (e.g., tables). In an experimental study, we investigated the role of values in emotional responses to such wastewater products, and whether emotional responses were influenced by value-tailored messages. We expected that people would experience positive emotions towards products that supported their values, especially when the messages emphasised the benefits of these products for their values (e.g., when the products were presented as good for the environment). We presented participants with one of two messages describing wastewater products as having positive implications for either biospheric values (i.e. positive consequences for the environment) or hedonic values (i.e. positive consequences for personal enjoyment). We predicted that the relationship between values and positive emotions would be stronger when the messages emphasised the positive implications of wastewater products for one's core values. Additionally, we predicted that emotions would be associated with acceptability and intentions to purchase the products.

RESULTS

The more strongly people endorsed biospheric values, the more positive emotions they reported towards wastewater products. As expected, this relationship was stronger when the environmental benefits of products were emphasised. Hedonic values were significantly but weakly associated with more negative and more positive emotions, and this did not depend on the message framing. However, we found that emphasising pleasurable benefits of wastewater products reduced positive emotions in people with weaker hedonic values. Positive and negative emotions were significantly associated with higher and lower acceptability of the products and intentions to purchase the products, respectively.

CONCLUSIONS

Our findings have implications for the effective marketing of wastewater products. For people with strong biospheric values, emphasising the positive environmental consequences may promote wastewater products. Such biospheric messages do not seem to make the products less (or more) appealing for people with strong hedonic values, who do not generally have strong emotional responses to these products. We discuss the theoretical implications of our findings and avenues for future research.

How Does Retail Engage Consumers in Sustainable Consumption? A Systematic Literature Review

The academic literature on consumer engagement and sustainable consumption has developed gradually over the last two decades. The body of knowledge related to the role of food and non-food retailers in this context, however, is only beginning to develop. The purpose of this systematic review is to analyse the existing literature on how retailers fulfil their role in engaging consumers in sustainable consumption. The need for a study with this purpose is proven by the fact that academic literature lacks a systematic review on this topic, despite the ascending trend in the number of published articles in the field. This systematic review is based on a five-step process to ensure quality, replicability, transparency, and reliable conclusions. The reviewed articles were published relatively recently in academic journals from different domains. This review identified seven distinct types of retail marketing interventions (involvement of retailers in marketing actions with the aim to engage consumers in sustainable consumption), 30 types of retail marketing mechanisms (consisting in marketing strategies, techniques, tools, and channels used by retailers), and 14 distinct types of consumer engagement in sustainable consumption patterns. The review suggests an agenda for further research and identifies practical implications for retail management.

A systematic review on consumer acceptance of alternative proteins: Pulses, algae, insects, plant-based meat alternatives, and cultured meat

Consumers' dietary patterns have a significant impact on planetary and personal health. To address health and environmental challenges one of the many possible solutions is to substitute meat consumption with alternative protein sources. This systematic review identifies 91 articles with a focus on the drivers of consumer acceptance of five alternative proteins: pulses, algae, insects, plant-based alternative proteins, and cultured meat. This review demonstrates that acceptance of the alternative proteins included here is relatively low (compared to that of meat); acceptance of insects is lowest, followed by acceptance of cultured meat. Pulses and plant-based alternative proteins have the highest acceptance level. In general, the following drivers of acceptance consistently show to be relevant for the acceptance of various alternative proteins: motives of taste and health, familiarity, attitudes, food neophobia, disgust, and social norms. However, there are also differences in relevance between individuals and between alternative proteins. For example, for insects and other novel alternative proteins the drivers of familiarity and affective processes of food neophobia and disgust seem more relevant. As part of gaining full insight in relevant drivers of acceptance, the review also shows an overview of the intervention studies that were included in the 91 articles of the review, providing implications on how consumer acceptance can be increased. The focal areas of the intervention studies included here do not fully correspond with the current knowledge of drivers. To date, intervention studies have mainly focussed on conscious deliberations, whereas familiarity and affective factors have also been shown to be key drivers. The comprehensive overview of the most relevant factors for consumer acceptance of various categories of alternative proteins thus shows large consistencies across bodies of research. Variations can be found in the nuances showing different priorities of drivers for different proteins and different segments, showing the relevance of being context and person specific for future research.

Sensory and Conceptual Aspects of Ingredients of Sustainable Sources-Finnish Consumers' Opinion

Sustainable strategies that enable development of alternative sustainable novel ingredients for food are needed to ensure adequate resources for food in the future. Determining consumer attitudes and acceptance of novel ingredients is essential for wider usage of products including these ingredients. The purpose of the study was to reveal consumers' perspectives on novel, and partly traditional but marginally utilized, ingredients to be used in regular cooking and their sensory characteristics and nutritional and environmental aspects. Consumer attitudes were obtained with two online consumer surveys. Consumer surveys revealed the most interesting ingredients. Plant-based ingredients are preferred over raw materials of animal or insect origin and these are also perceived as more pleasant. Plants were also regarded as credible, ecological, natural, healthy and nutrient-rich. Finnish consumers are not ready to adopt insects into their diet. Neither synthetic meat nor three-dimensional printed food have potential without further knowledge or experience of consumers. Findings of this research give baseline information on consumer attitudes towards novel ingredients. Further research is needed to investigate the perceived pleasantness when the potential ingredients are tasted.

Visual Design Cues Impacting Food Choice: A Review and Future Research Agenda

This review aims to tackle the challenge of understanding how visual design cues can affect behavioural outcomes in a food context. The review answers two key questions: (1) What are the effects of the most important visual design cues on behavioural outcomes and how can they be explained? (2) What are the research gaps in this area? We start from a comprehensive taxonomy of visual design cues delineating the most important visual design cues. Next, we evaluate the extant research based on a structured, narrative literature review on visual design cues in the food domain. We differentiate between object processed and spatially processed visual design cues in food choice contexts and show how they affect behavioural outcomes through a range of psychological processes (attention, affective-, cognitive- and motivational reactions, food perceptions and attitudes). We end with recommendations which take into account the current food store context, the state-of-art in measuring psychological processes and behavioural outcomes and the specific food-, person- and context-related moderators. This review offers guidance for research to untangle the complexity of the effect of visual design cues in a food choice context.

Food Purchasing Decisions and Environmental Ideology: An Exploratory Survey of UK Shoppers

Environmentally and ethically conscious food purchasing has traction with British consumers. We examined how broad environmental worldviews related to shoppers’ ratings of the importance of various shopping criteria, including recognition of eco-labels, by surveying 502 shoppers from the city of Sheffield, England. Environmental worldviews were measured using the New Ecological Paradigm (NEP) scale. Responses to the scale split into two dimensions reflecting the scale’s origins: the Dominant Social Paradigm (DSP) and NEP subscales. Subscription to the NEP (ecocentric values) was associated with greater importance ratings of nutrition & health, animal welfare, the environment, Fairtrade, seasonal, local and organic criteria. Subscription to the DSP (anthropocentric values) was associated with greater importance ratings of quality, taste, safety, price and convenience criteria. Notably, subscription to DSP values was the only predictor of eco-label recognition score in a multivariate model. These results indicate that the NEP scale should be considered as two subscales. The results suggest that campaigns to increase consumers’ environmental awareness in order to encourage environmentally driven food shopping are likely to motivate only consumers disenchanted with technological and anthropocentric development.