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Banovic M, Grunert KG. Beyond sugar: Exploring the influence of health and naturalness framing on attitudes towards products with sweet proteins in Europe. Food Res Int 2024; 175:113767. [PMID: 38129000 DOI: 10.1016/j.foodres.2023.113767] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Key Words] [MESH Headings] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Received: 07/28/2023] [Revised: 11/13/2023] [Accepted: 11/22/2023] [Indexed: 12/23/2023]
Abstract
Amidst rising obesity rates in the EU and the significant public health impact of excessive sugar consumption, the debate on reducing sugar through reformulation with sweet proteins derived from precision fermentation gains prominence, presenting a viable alternative to traditional sugars and conventional sweeteners. We conducted two studies to investigate the effects of health (emphasizing sugar reduction) versus naturalness (highlighting sweet proteins as alternatives to artificial sweeteners) message framing on the acceptance of products reformulated with sweet proteins. Study 1 (N = 296, Denmark) evaluated the impact of health and naturalness message framing on attitudes towards such reformulations. Study 2, in a cross-cultural sample (N = 3,000 Denmark, Germany, and Poland), tested the mediating role of health perceptions and the moderating effects of BMI and guilt (Study 2a), as well as naturalness perceptions, sweetener use, and pleasure (Study 2b) on product attitudes. Results of Study 1 indicated that healthiness perceptions had a more persuasive influence than naturalness perceptions. The cross-cultural findings of Studies 2a and 2b revealed that BMI, sweetener usage frequency, anticipatory guilt, and pleasure can modulate these effects. These insights suggest that while both perceived healthiness and naturalness shape attitudes towards sweet protein-enriched products, the significance of health perceptions prevails, with anticipatory emotions of guilt enhancing this influence, particularly when sweet proteins substitute added sugar. Such evidence holds substantial implications for strategies aimed at reducing sugar consumption and fostering the acceptance of products containing alternative sweeteners.
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Affiliation(s)
- Marija Banovic
- MAPP Centre, Department of Management, Aarhus University, Fuglesangs Allé 4, 8210 Aarhus V, Denmark.
| | - Klaus G Grunert
- MAPP Centre, Department of Management, Aarhus University, Fuglesangs Allé 4, 8210 Aarhus V, Denmark; School of Marketing and Communication, University of Vaasa, Wolffintie 32, FI-65200 Vaasa, Finland.
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2
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Understanding the consumption of plant-based meat alternatives and the role of health-related aspects. A study of the Italian market. Int J Gastron Food Sci 2023. [DOI: 10.1016/j.ijgfs.2023.100690] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Track Full Text] [Journal Information] [Submit a Manuscript] [Subscribe] [Scholar Register] [Indexed: 03/06/2023]
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3
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Smart MA, Pontes N. The role of consumer restraint versus indulgence on purchase intentions of hybrid meat analogues. Food Qual Prefer 2023. [DOI: 10.1016/j.foodqual.2022.104738] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 11/28/2022]
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4
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The influence of communication language on purchase intention in consumer contexts: the mediating effects of presence and arousal. CURRENT PSYCHOLOGY 2023. [DOI: 10.1007/s12144-023-04314-9] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 02/11/2023]
Abstract
AbstractPanoramic visual, tactile, and auditory interactions have been widely used to create scene-based immersive experiences to enhance consumer experience and stimulate emotional responses, thereby increasing purchase intentions. Guided by scene marketing theory and the archetypal theory of mind-flow experience, this article introduces the concepts of presence and emotional arousal to examine how communication language causes emotional fluctuations in potential consumers, leading to purchase intentions. Therefore, from the interaction experience of “external perception - scene language” and “internal sensing - communication language”, the dual chain of mediation of presence perception and emotional arousal is selected to construct a consumer. The results reveal that the pathway of consumers’ purchase intentions is not always the same in the context of consumer language perception. In addition, the results demonstrate that the vividness and richness of the presentation of scene language in a consumer language perception context have positively influenced the relationship between communication language and presence perception. Compared to the direct effect on purchase intention, communication language tends to have an indirect positive effect on consumers’ purchase intention through the single mediation of presence perception and the chain mediation of emotional arousal. The increasing prevalence of interactive linguistic experiences, where emotional arousal has become an essential trigger for consumers’ purchase intentions, is an important representation of the specificity and complexity of consumer language elements. Thus, this research provides crucial theoretical guidance for the design of immersive experiential marketing and linguistic scenarios.
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Naturally green, irrationally lean: How background scenery affects calorie judgments. Food Res Int 2023; 164:112339. [PMID: 36737932 DOI: 10.1016/j.foodres.2022.112339] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Received: 07/05/2022] [Revised: 12/04/2022] [Accepted: 12/18/2022] [Indexed: 12/29/2022]
Abstract
Extant research has found that the addition of vegetables to a meal induces a "health halo," thereby lowering the perceived calorie content of the entire dish. We investigated whether environmental stimuli that convey naturalness could trigger such a halo effect. Specifically, we tested whether meals accompanied by a natural, as opposed to an urban, background scenery were estimated to be lower in their calorie content and whether this effect was moderated by the perceived healthiness of the food alternatives. In a mixed (between-within-subjects) design experiment, 200 participants estimated the calorie content and rated the healthiness of 18 complex meals presented against either a natural or an urban background. Our results showed no main effect of the food rating background. However, there was a negative relationship between inferred food healthiness and the estimated calorie content of the meals. In addition, we found a significant interaction between food rating background and inferred healthiness of the evaluated food alternatives. Specifically, when participants evaluated meals against a natural background, they rated relatively unhealthy food alternatives as lower in calories than when they evaluated such alternatives against an urban background. Overall, our results highlight the moderating role of perceived food healthiness in studying the effects of environmental cues on consumers' calorie judgments.
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The Symmetry Effect: Symmetrical Shapes Increase Consumer’s Health Perception of Food. J FOOD QUALITY 2022. [DOI: 10.1155/2022/5202087] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 11/18/2022] Open
Abstract
Focusing on the physical appearance of the food itself, and limiting the focus on shape to the concept of symmetry, this research investigated how food shape influences consumer perceptions of healthiness and naturalness and their subsequent food preferences. By conducting three empirical studies involving self-reported preference and trade-off choices, this research verified that it is a two-staged process of naturalness and healthiness that mediates the main effect of symmetry on foods preference. Furthermore, the incremental perceived unhealthiness of food would mitigate the positive effect of food symmetry. These findings are meaningful for food marketing managers and policymakers when making food-related decisions.
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Banovic M, Arvola A, Pennanen K, Duta DE, Sveinsdóttir K, Sozer N, Grunert KG. A taste of things to come: Effect of temporal order of information and product experience on evaluation of healthy and sustainable plant-based products. Front Nutr 2022; 9:983856. [PMID: 36185654 PMCID: PMC9516554 DOI: 10.3389/fnut.2022.983856] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Track Full Text] [Download PDF] [Figures] [Journal Information] [Subscribe] [Scholar Register] [Received: 07/01/2022] [Accepted: 08/15/2022] [Indexed: 11/16/2022] Open
Abstract
Current patterns of meat consumption are considered unsustainable. Plant-based products are presented as a solution. However, while some plant-based products thrive, others do not make the cut due to the information “framing” effect issues related to the way information is presented to the consumers. Information on the nutrition and health properties of food products are usually made available at the point of purchase, but their effect on consumer product evaluation and subsequent purchase intent can also occur later, during or after consumption. This research demonstrates that the effect of nutrition information on product evaluation and purchase intention depends on when such information is made available–before first tasting or after first tasting–and that the information interacts with the taste experience in its effect on product evaluation and subsequent purchase intent. Using three plant-based products as an example, we conducted a cross-cultural experimental sensory evaluation with temporal order of information as the main between-subject experimental condition (informed before taste vs. informed after taste vs. control condition), and product experience phase (expectation vs. experience vs. post-experience phase) and information content as within-subject conditions. Information content had two levels: lower vs. higher share of oat protein in the product (i.e., source of protein vs. high in protein). The results indicate that information generally increases consumers’ purchase intentions with information before tasting having a higher weight when compared to the condition when information was presented after tasting. Presenting the information before tasting also mitigates a drop in the evaluation of taste after tasting, observed in the two other conditions. Further, taste acts as a healthiness cue, but the direction of the inference depends on the availability of health-related information: tasting in the informed condition increased the healthiness perception, whereas tasting in the uninformed condition had the opposite effect. Giving the information before the first tasting also increased the weight of healthiness as compared to taste in the formation of purchase intentions. These findings contribute to a better understanding of the effect of temporal order of information and product tasting have on the consumers’ product evaluations of plant-based products from theoretical and managerial perspectives.
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Affiliation(s)
- Marija Banovic
- MAPP Centre, Department of Management, Aarhus University, Aarhus, Denmark
- *Correspondence: Marija Banovic,
| | - Anne Arvola
- VTT Technical Research Centre of Finland Ltd., Espoo, Finland
| | - Kyösti Pennanen
- VTT Technical Research Centre of Finland Ltd., Espoo, Finland
- School of Marketing and Communication, University of Vaasa, Vaasa, Finland
| | - Denisa E. Duta
- National Institute of Research and Development for Food Bioresources IBA Bucharest, Bucharest, Romania
| | - Kolbrún Sveinsdóttir
- Matis Ltd., Reykjavík, Iceland
- Faculty of Food Science and Nutrition, University of Iceland, Reykjavík, Iceland
| | - Nesli Sozer
- VTT Technical Research Centre of Finland Ltd., Espoo, Finland
| | - Klaus G. Grunert
- MAPP Centre, Department of Management, Aarhus University, Aarhus, Denmark
- School of Marketing and Communication, University of Vaasa, Vaasa, Finland
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Aschemann-Witzel J, Asioli D, Banovic M, Perito MA, Peschel AO. Communicating upcycled foods: Frugality framing supports acceptance of sustainable product innovations. Food Qual Prefer 2022. [DOI: 10.1016/j.foodqual.2022.104596] [Citation(s) in RCA: 3] [Impact Index Per Article: 1.5] [Reference Citation Analysis] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 11/26/2022]
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9
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Hunger Effects on Option Quality for Hedonic and Utilitarian Food Products. Food Qual Prefer 2022. [DOI: 10.1016/j.foodqual.2022.104693] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 11/24/2022]
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Siegrist M, Bearth A, Hartmann C. The impacts of diet-related health consciousness, food disgust, nutrition knowledge, and the Big Five personality traits on perceived risks in the food domain. Food Qual Prefer 2022. [DOI: 10.1016/j.foodqual.2021.104441] [Citation(s) in RCA: 3] [Impact Index Per Article: 1.5] [Reference Citation Analysis] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 11/29/2022]
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11
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Seasonal cues to food scarcity and calorie cravings: Winter cues elicit preferences for energy-dense foods. Food Qual Prefer 2022. [DOI: 10.1016/j.foodqual.2021.104379] [Citation(s) in RCA: 5] [Impact Index Per Article: 2.5] [Reference Citation Analysis] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 02/06/2023]
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12
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Enabling sustainable plant-forward transition: European consumer attitudes and intention to buy hybrid products. Food Qual Prefer 2022. [DOI: 10.1016/j.foodqual.2021.104440] [Citation(s) in RCA: 10] [Impact Index Per Article: 5.0] [Reference Citation Analysis] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 11/17/2022]
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Anusha Siddiqui S, Bahmid NA, Mahmud CMM, Boukid F, Lamri M, Gagaoua M. Consumer acceptability of plant-, seaweed-, and insect-based foods as alternatives to meat: a critical compilation of a decade of research. Crit Rev Food Sci Nutr 2022; 63:6630-6651. [PMID: 35144515 DOI: 10.1080/10408398.2022.2036096] [Citation(s) in RCA: 16] [Impact Index Per Article: 8.0] [Reference Citation Analysis] [Abstract] [Key Words] [MESH Headings] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 12/27/2022]
Abstract
There is a growing criticism of meat-based products over environment, animal welfare, and public health. Meat lovers are keeping and adapting their habits, while other consumers are increasingly shifting toward meat alternatives considered as healthier and more sustainable options to replace the animal-based products. This transition gives room in the market to plant-, seaweed-, and insect-based meat products alternatives. Nevertheless, these emerging markets are still facing the challenge of consumers' acceptance and the uncertainty in terms of preferences. This paper focuses on in-depth understanding of consumer perception and acceptability of plant-, seaweed-, and insect-based meat products to get insights on their current situation and future implementation. The main factors and motives influencing the consumer perceptions toward meat alternative products are reported. Further, the consumers' motives and drivers to consume alternative products were highlighted. This review, provides a better understanding of motives and drivers of consumers' acceptance to improve the acceptability of meat alternatives, considering product and country origin of the consumers of meat alternative foods.Supplemental data for this article is available online at https://doi.org/10.1080/10408398.2022.2036096.
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Affiliation(s)
- Shahida Anusha Siddiqui
- German Institute of Food Technologies (DIL e.V.), Quakenbrück, Germany
- Technical University of Munich Campus Straubing for Biotechnology and Sustainability, Straubing, Germany
| | - Nur Alim Bahmid
- Agricultural Product Technology Department, Sulawesi Barat University, Majene, Indonesia
| | - Chayan M M Mahmud
- CASS Food Research Center, School of Exercise and Nutrition Sciences, Deakin University, Burwood, Victoria, Australia
| | - Fatma Boukid
- Food Safety and Functionality Programme, Institute of Agriculture and Food Research and Technology (IRTA), Monells, Spain
| | | | - Mohammed Gagaoua
- Food Quality and Sensory Science Department, Teagasc Food Research Centre, Dublin, Ireland
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Langyan S, Yadava P, Khan FN, Dar ZA, Singh R, Kumar A. Sustaining Protein Nutrition Through Plant-Based Foods. Front Nutr 2022; 8:772573. [PMID: 35118103 PMCID: PMC8804093 DOI: 10.3389/fnut.2021.772573] [Citation(s) in RCA: 51] [Impact Index Per Article: 25.5] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Download PDF] [Figures] [Journal Information] [Subscribe] [Scholar Register] [Received: 09/08/2021] [Accepted: 12/13/2021] [Indexed: 12/24/2022] Open
Abstract
Proteins are essential components of the human diet. Dietary proteins could be derived from animals and plants. Animal protein, although higher in demand, is generally considered less environmentally sustainable. Therefore, a gradual transition from animal- to plant-based protein food may be desirable to maintain environmental stability, ethical reasons, food affordability, greater food safety, fulfilling higher consumer demand, and combating of protein-energy malnutrition. Due to these reasons, plant-based proteins are steadily gaining popularity, and this upward trend is expected to continue for the next few decades. Plant proteins are a good source of many essential amino acids, vital macronutrients, and are sufficient to achieve complete protein nutrition. The main goal of this review is to provide an overview of plant-based protein that helps sustain a better life for humans and the nutritional quality of plant proteins. Therefore, the present review comprehensively explores the nutritional quality of the plant proteins, their cost-effective extraction and processing technologies, impacts on nutrition, different food wastes as an alternative source of plant protein, and their environmental impact. Furthermore, it focuses on the emerging technologies for improving plant proteins' bioavailability, digestibility, and organoleptic properties, and highlights the aforementioned technological challenges for future research work.
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Affiliation(s)
- Sapna Langyan
- Indian Council of Agricultural Research-National Bureau of Plant Genetic Resources, Pusa, New Delhi, India
| | - Pranjal Yadava
- Division of Plant Physiology, Indian Agricultural Research Institute, Pusa, New Delhi, India
| | | | - Zahoor A. Dar
- Dryland Agricultural Research Station, Sher-e-Kashmir University of Agricultural Sciences and Technology of Kashmir, Srinagar, India
| | - Renu Singh
- Division of Plant Physiology, Indian Agricultural Research Institute, Pusa, New Delhi, India
| | - Ashok Kumar
- Indian Council of Agricultural Research-National Bureau of Plant Genetic Resources, Pusa, New Delhi, India
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15
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Banovic M, Aschemann-Witzel J, Deliza R. Taste perceptions mediate the effect of a health goal on food choice. Food Qual Prefer 2021. [DOI: 10.1016/j.foodqual.2021.104305] [Citation(s) in RCA: 1] [Impact Index Per Article: 0.3] [Reference Citation Analysis] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 10/21/2022]
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