Sustainable food choice motives: The development and cross-country validation of the Sustainable Food Choice Questionnaire (SUS-FCQ)

Socio-behavioural factors influencing meat intake and meat reduction intention in Vietnam and Switzerland

Meat consumption is declining in developed countries but increasing in emerging countries. This study, for the first time, compares the socio-behavioural factors influencing individuals' meat consumption level and meat reduction intention between Vietnam, an emerging economy and Switzerland, a developed country. Online consumer surveys were conducted in late 2022, yielding 552 usable replies from Switzerland and 592 from Vietnam for this study. Drawing upon an extended Protection Motivation Theory and using structural equation modelling, we found similarities as well as differences in the determinants of meat consumption behaviour. Perceived health risks of meat overconsumption, self-efficacy of meat reduction, attitude toward ethical and environmental issues, and pressure from family members' reluctance to change diet drove the intention to reduce meat in both countries. Meat attachment emerges as the most important determinant of meat consumption level in not only Switzerland but also Vietnam and thus presents the largest barrier to meat reduction. The association between response cost of eating less meat and intention to reduce meat was negative in Switzerland but positive in Vietnam. Self-efficacy of meat consumption reduction influenced meat consumption level solely in Switzerland. Ethical and environmental attitudes significantly facilitated meat reduction intention of Swiss respondents only, reflecting cultural differences. Policy implications were discussed.

Diet quality and associations with motivation and ability to consume a healthy diet among adolescents from urban low-income households in Bangladesh

In low- and middle-income countries, particularly in urban areas, adolescent diets consist mainly of energy-dense and nutrient-poor foods, putting them at risk of malnutrition and non-communicable diseases (NCD). In Bangladesh, little is known about the diet quality of adolescents, their food choices and the drivers of such choices. This study assessed motivations and ability to consume a healthy diet among adolescent girls and boys from low-income urban families and how these drivers were associated with dietary diversity and diet quality. A cross-sectional survey was conducted among 299 adolescents (15-19 years) from low-income households in Dhaka city during September-October 2020. The Diet Quality Questionnaire was used to collect non-quantitative food intake in the previous day or night to calculate diet quality indicators of food group diversity score, % of adolescents achieving minimum dietary diversity, NCD-Protect and NCD-Risk and the Global Dietary Recommendations score. Motivation was measured by 11 food choice motives. Ability was measured by belief in own ability to engage in healthy eating behaviors (self-efficacy). Adolescent diets showed a mean food group diversity of 4.9 out of 10, with 60% of adolescents achieving minimum dietary diversity, but lacked health-promoting foods (average of 2.7 out of 9 food groups) yet included few foods to avoid and limit (1.6 out of 9). Adolescents valued food choice motive 'safety' the most, followed by 'health', 'taste', 'price', 'convenience' and 'local or seasonal'. A higher motivation to consume 'local or seasonal' and a lower motivation driven by 'price', and a higher perceived self-efficacy were associated with better diet quality. Future interventions should address self-efficacy, concerns about food price and increase local and seasonal foods availability in the urban poor food environment of Dhaka to improve overall diet quality.

A qualitative exploration of food choice motives of urban indigenous food gatekeepers in Fiji: Implications for the use of The Food Choice Questionnaire

Pacific Island Countries (PICs) have exceptionally high rates of obesity and non-communicable diseases. The causes are complex but one prominent factor is the notable shift from traditional plant and seafood diets to diets high in unhealthy processed foods. Literature is sparse on the motives behind food choice decisions of Pacific Islanders. The widely used Food Choice Questionnaire (FCQ) (Steptoe et al.,1995) is a multi-dimensional tool capturing nine potential food choice motives. This study used a hybrid thematic analysis. Fourteen in-depth semi-structured interviews with urban indigenous Fijian mothers were conducted to (1) explore how the nine FCQ motives impact food choice (2) to examine conceptual equivalence of the nine FCQ motives and (3) to identify additional food choice motives, not captured in the FCQ. Mothers identified seven of the nine FCQ motives (i.e., health, mood, convenience, sensory appeal, weight control and familiarity) and three new food choice motives (i.e., food that is filling , religious dietary restrictions and food quality) as important determinants of food choice. Moreover, while choosing foods that promote health and well-being was identified as an important food choice motive, mothers also identified four other motives, that they considered important, which lead to over-eating and unhealthy eating. Food choice is a complex, layered decision, driven by multiple considerations, some more important than others. These findings can inform diet-related interventions and policy within this community. Adapting the FCQ for broader PIC use through further qualitative exploration in PICs, and validating the adapted FCQ with larger samples will enhance its utility in measuring food choice motives in PICs.

Drivers and Barriers Influencing Adherence to the Mediterranean Diet: A Comparative Study across Five Countries

Given the global decline in adherence to the Mediterranean Diet (MD), even within its native region, it is key to identify the factors influencing this trend to mitigate the negative health outcomes associated with westernized diets. To this end, 4025 individuals (49.6% women, 42.6 ± 14.2 y/o) from Greece, Italy, Morocco, Slovenia, and Tunisia remotely completed a series of measures assessing motives, attitudes, and psychosocial factors related to MD adherence, which was evaluated using the MEDAS questionnaire. The results suggested medium-to-low adherence across all countries, with the highest adherence in Italy and Morocco and the lowest in Slovenia. Structural equation modeling revealed that positive attitudes toward the healthiness of food were the strongest predictors of adherence, whereas picky eating was a significant negative predictor in all countries except Greece. Adherence to the MD was positively influenced by health motivations in Morocco and weight control in Slovenia and Greece, while sensory appeal negatively influenced adherence in Italy. Additionally, price and convenience were significant barriers in Tunisia and Greece, whereas a preference for local and seasonal foods promoted adherence in Morocco and Greece. Overall, our findings underscore the need for country-specific interventions and policies that address distinct local factors and motivations to ease favorable shifts in dietary patterns toward MD principles.

Performance and eye movement patterns of industrial design students reading sustainable design articles

Sustainable design education plays a crucial role in cultivating sustainability awareness and competencies among students studying industrial design. This research investigates their sustainability levels, reading performance when engaging with articles, and fixation patterns during reading. 60 industrial design students participated in the study. We evaluated their sustainability levels using the Sustainable Consumption Measurement Scale. After reading both theoretical and case article, they completed tests assessing their recall and perspective scores. We collected eye-tracking data to analyze fixation duration and conducted lag sequential analysis on fixation transitions. Students were categorized into higher and lower sustainability groups based on their sustainability scores. Female students demonstrated higher sustainability levels, and students with design experience performed better in the higher sustainability group. While recall scores did not differ significantly, the higher sustainability group exhibited elevated perspective scores in theory article. Perspective scores were generally higher for case article compared to theory article. The higher sustainability group exhibited longer fixation durations in theory article, while the case article had longer fixation durations on images. Fixation transition patterns varied between theoretical and case article, with the former featuring transitions from images to texts, and the latter demonstrating transitions between images. This study provides valuable insights into sustainable design education for students studying industrial design.

Association between nutrition self-efficacy, health locus of control and food choice motives in consumers in nine European countries

We investigated associations between food choice motives and psychological determinants of dietary health behaviour change (nutrition self-efficacy, NS-E, and health locus of control, HLoC) among 9381 participants (18-65 years, 49.4% females) from nine European countries. Price was the highest rated food choice motive. Higher importance of all motives was associated with higher NS-E and with higher Internal HLoC. Relationships between food choice motives and External HLoC were also in the expected direction in showing negative associations with Health, Natural Content, Weight Control, Mood and Sensory Appeal. Higher External HLoC was also associated with perceived greater importance of 'external' motives Ethical Concern, Familiarity and Convenience. Relationships between External HLoC and food choice motives were not all in the expected direction. Price was unrelated to External HLoC. Females rated the importance of all motives higher than males. People with less education ascribed greater importance to Price in motivating food choices. Together, these findings imply that self-efficacy and health locus of control should be considered along with motivations for food choice in dietary health promotion.

Breaking Conventional Eating Habits: Perception and Acceptance of 3D-Printed Food among Taiwanese University Students

Considering the prevalent strain on environmental resources imparted by existing food systems, prioritizing environmental sustainability is an imperative course of action. Subsequently, the shift towards sustainable production and consumption patterns engenders an escalating demand for environmentally conscious food systems. Thus, 3D-printed food technology surfaces are a promising solution noted for their efficacy in curtailing food waste, bolstering environmental sustainability, and imparting innovative strategies to the food supply chain. Herein, we amalgamate the theory of planned behavior (TPB) framework with several variables, namely 'sensory appeal', 'food neophobia', 'perceived health risk', and 'environmental friendliness' to probe the behavioral intentions of Taiwanese university students' perceptions about 3D-printed food. Employing the snowball sampling method, 370 questionnaires were disseminated, out of which 319, constituting an effective retrieval rate of 86.2%, were deemed valid. Statistical analysis produced intriguing findings. Consumers' inclination to purchase 3D-printed food is substantially determined by their attitudes, subjective norms, sensory appeal, food neophobia, perceived health risks, and environmental friendliness. Contrary to our initial hypothesis, perceived behavioral control did not exhibit a significant impact on consumers' propensity to purchase 3D-printed food. Therefore, businesses should focus on magnifying the sensory appeal of 3D-printed food, coupled with precise nutritional labeling, to bolster consumer interest, enhance acceptance, and augment behavioral intentions. This study sheds light on the potential for the development of 3D-printed food in Taiwan, providing an indispensable reference for future endeavors in Taiwan's 3D-printed food industry.

When food is uncertain, how much does sustainability matter? A qualitative exploration of food values and behaviours among users of a social grocery store

A transition towards sustainable diets ensuring food security while preserving ecosystems is necessary, but remains challenging. Low-income consumers, particularly those experiencing food insecurity, require specific consideration since they face financial constraints when making food choices, leading to poorer diets. However, little is known about the place given to sustainability in their choices. This study thus aims to identify the role played by sustainability in the food values of food-insecure consumers in France. Twenty-nine semi-structured interviews with users of a social grocery store were conducted to investigate food values and actual behaviours, with a focus on the four dimensions of sustainable diets - health, economic, sociocultural and environmental. Verbatims were analysed through thematic analysis. Five core values were identified, namely health and nutrition, naturalness, trust and control, solidarity and frugality, and preferences. Participants valued all dimensions of food sustainability but notably valued less the environmental dimension. Despite various strategies, participants felt unable to adhere to their values in practice, mainly because of their socioeconomic vulnerability. They insisted on their lack of control over their food behaviour. These findings provide insights into the disempowerment experienced by consumers with low financial resources regarding more sustainable food choices. Our study calls for interventions addressing affordability issues and considering consumers' food values, while providing opportunities to make consumers feel involved in the transition of the food system.

Puppy power: How neophobia, attitude towards sustainability, and animal empathy affect the demand for insect-based pet food

Despite growing commercial interest in novel foods, there are few studies that analyse consumer willingness to purchase them as pet food. This study aimed to test whether consumers are willing to accept the use of foods with insect-based ingredients, which are found to be poorly accepted for human consumption, to feed their pets. In our case study, we analysed the willingness of 400 Italian dog and/or cat caregivers to pay for pet foods containing insect proteins, as measured by the Multiple Price List methodology. We also explored the role of food neophobia, attention to environmental sustainability, and empathy toward one's pet. The results of the study pointed out that the usual determinants of acceptance in the consumption of novel foods, such as food neophobia and attention to environmental sustainability, play an important role even when the purchase is for the household pet, and that empathy as an expression of the pet caregiver's personal relationship with their pet becomes an additional factor. Insect-based pet foods proved to be attractive for purchase only when consumers are well informed about the product's properties in terms of sustainability and healthiness for their pets.

Relationships Between Three Eating Behaviors and Nine Motives for Food Choices Among Brazilian Adults: A Structural Equation Model

We examined the relationships between three eating behaviors and nine motives underlying food choices made by Brazilian adults. Using participant responses to the short version of the Three-Factor Eating Questionnaire and the Food Choice Questionnaire, we investigated eating behaviors (cognitive restriction, uncontrolled eating, and emotional eating) and motives for food choices (health, mood, convenience, sensory appeal, natural content, price, weight control, familiarity, and ethical concern). We used a structural equation model to test relationship pathways (β), with eating behaviors as independent variables and motives for food choices as dependent variables. Participants were 1297 individuals (69.5% female) with a mean age of 25.0 years (SD = 5.8). We confirmed the validity and reliability of the questionnaires in this sample. Restrictive eating behavior was significantly related to motives of health (β = .415), mood (β = .127), natural content (β = .364), weight control (β = .681), and ethical concern (β = .161). Emotional eating behavior was related to motives of mood (β = .277), health (β = -.137), and natural content (β = -.136). Uncontrolled eating behavior was related to motives of convenience (β = .226), sensory appeal (β = .121), price (β = .153), and familiarity (β = .090). We believe these findings can now help design future research and clinical interventions for managing people's risky eating behaviors and promoting beneficial food choices.

Sustainable-psycho-nutritional intervention programme for a sustainable diet (the 'NutriSOS' study) and its effects on eating behaviour, diet quality, nutritional status, physical activity, metabolic biomarkers, gut microbiota and water and carbon footprints in Mexican population: study protocol of an mHealth randomised controlled trial

Mexico is going through an environmental and nutritional crisis related to unsustainable dietary behaviours. Sustainable diets could solve both problems together. This study protocol aims to develop a three-stage, 15-week mHealth randomised controlled trial of a sustainable-psycho-nutritional intervention programme to promote Mexican population adherence to a sustainable diet and to evaluate its effects on health and environmental outcomes. In stage 1, the programme will be designed using the sustainable diets, behaviour change wheel and capability, opportunity, motivation, and behaviour (COM-B) models. A sustainable food guide, recipes, meal plans and a mobile application will be developed. In stage 2, the intervention will be implemented for 7 weeks, and a 7-week follow-up period in a young Mexican adults (18-35 years) sample, randomly divided (1:1 ratio) into a control group (n 50) and an experimental group (n 50), will be divided into two arms at week 8. Outcomes will include health, nutrition, environment, behaviour and nutritional-sustainable knowledge. Additionally, socio-economics and culture will be considered. Thirteen behavioural objectives will be included using successive approaches in online workshops twice a week. The population will be monitored using the mobile application consisting of behavioural change techniques. In stage 3, the effects of the intervention will be assessed using mixed-effects models on dietary intake and quality, nutritional status, physical activity, metabolic biomarkers (serum glucose and lipid profile), gut microbiota composition and dietary water and carbon footprints of the evaluated population. Improvements in health outcomes and a decrease in dietary water and carbon footprints are expected.

Current Perceptions of Sustainable Diets in Ireland and the Outlook of Circular Eating Practices

Encouraging sustainable dietary practices is a positive step towards alleviating the negative impact of increasing food waste. This study explores consumers' perceptions of sustainable diets and factors influencing their adoption of sustainable practices, such as circular eating. Fifteen consumers in Ireland aged 18-65+ years were recruited for a qualitative study exploring their views on sustainable diets and their opinions on the use of peels, trimmings, and other by-products from fruit and vegetables as potential new ingredients or new circular food products. Age, gender, dietary preferences and educational background were important considerations during recruitment. Online interviews were conducted, and the data were analyzed using thematic analysis managed by NVivo 12. The results highlighted two overarching themes impacting circular eating, namely, food choice motives and awareness of food waste. These were linked to the participants' knowledge of and potential adoption of sustainable diets. Daily trade-offs were evident, linked to the product and the person who was also strongly influenced by their micro-environment. Consumer education from credible sources would be required to create awareness of circular eating. Most respondents were positively disposed to the concept of circular eating, as long as food safety concerns and affordability considerations were addressed through industry transparency.

Determining the food choice motivations of Irish teens and their association with dietary intakes, using the Food Choice Questionnaire

During adolescence, teens start making their own food choices. While health and nutrition are important, practical and social concerns are also influential. This study aims to determine factors that motivate the food choices of Irish teens (using Food Choice Questionnaire), using data from the National Teens' Food Survey II (N = 428, 50% male, 13-18 years), and to identify how these motivations relate to dietary intakes (4-day semi-weighed food diaries). Data analysis used PCA to determine the food choice motivation subscales, and correlation and comparative statistical tests (t-test, ANOVA). Eight motivating factors were identified for Irish teens: Sensory Appeal, Price & Availability, Health & Natural Content, Familiarity, Ease of Preparation, Mood, Weight Control, and Ethical Concerns. Health and practical aspects to food choice (Price, Availability, Ease of Preparation) are important for teens, but taste (Sensory Appeal) remains a key influence. Food choice motivations vary by sex and by age, BMI status and weight perception, where girls were more motivated by health, weight control, mood and ethical concerns, and older teens were more influenced by mood and ease of preparation. Both those classified as overweight and those who perceived they were overweight were motivated more by weight control and mood for their food choices, whereas those who perceived their weight to be correct placed more importance on health and natural content. Those motivated by weight control had lower energy and higher protein intakes, and those motivated by health and natural content had more health promoting behaviours, with higher physical activity, lower screen time, and higher protein intakes. Understanding the motivations of teens' food choice can help understand why they struggle to meet dietary recommendations, and help to develop more effective health promotion messages by capitalising on the key motivations in the population.

Diet Quality Index and Food Choice Motives in Vietnam: The Roles of Sensory Appeal, Mood, Convenience, and Familiarity

Food choices that shape human diets and health are influenced by various socio-economic factors. Vietnam struggles to meet many nutrition targets where links between food choice and diet have not been widely explored. This study assesses the food choice motives, based on a 28-item food choice questionnaire (FCQ), and the diet quality of 603 adults in three sites (urban, peri-urban, and rural) in northern Vietnam. We assess diet quality using the Diet Quality Index-Vietnam (DQI-V) which consists of variety, adequacy, moderation, and balance components. Using factor analysis, we grouped FCQ items into five factors: health focus, sensory appeal, mood ethics, convenience, and familiarity. The structural equation modeling indicates that food choice motives significantly impact the DQI-V and its components but in different directions. The results show that sensory appeal has a positive association with the overall DQI-V score, while having a negative impact on the variety component. Findings present a potential trade-off issue for interventions and policies related to food products. Nutrition knowledge is positively associated with all elements of diet quality across all three study sites. Vietnamese agrobiodiversity could be better utilized to increase dietary diversity. Differentiated policies are necessary to address the poor dietary diversity and adequacy in northern Vietnam.

Dimensions of food-related wellbeing and their relative importance among New Zealand consumers: A quasi-replication and extension approach

Research into perceived wellbeing (WB) can improve understanding of consumer food choices and support development of strategies to promote healthier and more sustainable eating habits. In this research, using online studies, food-related WB was explored among New Zealand consumers. In a "quasi-replication" of Jaeger, Prescott, and Worch (2022), Study 1 uncovered word associations to different WB-related terms ('Sense of wellbeing,' 'Lack of wellbeing,' 'Feeling good,' 'Feeling bad/unhappy,' 'Satisfied with life,' and 'Dissatisfied with life') with 912 participants in a between-subjects design. The results confirmed the multidimensional nature of WB, and the need to consider positive and negative aspects of food-related WB, as well as differences linked to physical, emotional, and spiritual WB. Drawing on Study 1, 13 characteristics of food-related WB were identified, and in Study 2 their importance for feeling a 'Sense of wellbeing' and 'Satisfied with life' was determined with 1206 participants using a between-subjects design. In a further extension, Study 2 also adopted a product-specific perspective and explored the associations of, and importance, for 16 different foods and beverages to food-related WB. Based on Best-Worst Scaling and penalty/lift analysis, the four most important characteristics overall were 'Is good quality,' 'Is healthy,' 'Is fresh,' and 'Is tasty,' with the nuance that healthiness contributed most to feeling a 'Sense of wellbeing' while good quality contributed most to feeling 'Satisfied with life.' The associations to individual foods and beverages underscored that food-related WB is a complex construct arising from an overall evaluation of the different effects of foods (including physical health, social and spiritual aspects of food consumption) and their short-term effects on food-related behaviour. Contextual and individual differences in perceptions of WB in relation to food deserve further investigation.

Perceptions of Food among College Students in the Field of Food Science: A Food Sustainability Approach

The complex concept of food sustainability has become crucial in all spheres of life. Dietitians, food scientists, and technologists are in a unique position to promote sustainability in food systems. However, the perceptions of food sustainability among food science professionals and college students are under-researched, particularly in Spain. The aim of this study was therefore to analyze perceptions related to food and to food sustainability in a sample of Human Nutrition and Dietetics (HND) and Food Science and Technology (FST) students in Barcelona (Spain). An exploratory and descriptive cross-sectional study was carried out using qualitative and quantitative methodology and convenience sampling. Two focus groups and an online questionnaire were conducted (300 participants completed the survey, 151 from HND and 149 from FST). Although the students expressed concern about food sustainability, their dietary choices were primarily associated with or influenced by taste/pleasure and health/nutrition. The issue of sustainability seemed more internalized by women than men, whereas the generalized conception of a sustainable diet was essentially based on environmental aspects, with socioeconomic dimensions largely overlooked. The concept of sustainability should be promoted among food science students in all its multidimensionality, and actions need to be implemented that bring sustainability closer to students' social practices, which should be incorporated into all university education and that is taught by professors duly trained in the subject.

Consumer Attitudes and Preferences for Healthy Boxed Meal Attributes in Taiwan: Evidence from a Choice Experiment

Consumers have realized the importance of a healthy diet, hoping to reduce the occurrence of obesity and chronic diseases. Therefore, healthy boxed meals with low calories and high protein are gaining attention. This study divided the attributes of healthy boxed meals into five categories, namely, taste, nutrition facts, traceability certification, carbon footprint label, and price, and investigated the relationship between consumer preferences and willingness to pay (WTP) using a choice experiment. A purposive sampling procedure was used to collect 495 valid questionnaires. The results indicate the following: (1) when purchasing healthy boxed meals, the respondents were most concerned with traceability certification and nutrition facts; (2) the respondents were willing to pay a premium for meals with traceability certification (NTD 4.6) and nutrition facts (NTD 4.4); (3) respondents > 40 years with an average monthly salary of > NTD 30,000 who worked out regularly and were in the process of muscle building, fat loss, or weight control had higher WTP for meals with nutrition labels; and (4) female respondents who were 30-39 years old with a college or university education or above had higher WTP for meals with traceable ingredients. The results may help healthy boxed meal companies understand and pay attention to consumer needs, which will, in turn, provide a reference for future product development and marketing strategies.

Post-lockdown changes in diet in Italy and the USA: Return to old habits or structural changes?

This study analyses the impacts of the COVID-19 pandemic on food consumption at the end of the first lockdown in the New York State (USA) and in Italy (spring 2020). The results of our study show that important changes occurred in food habits in these two countries, in which lockdown was very similar. Three models of response to the shock of the lockdown were noted in both countries. The first model (40%) includes individuals who largely increased their food consumption, the second model (26%) showed a more virtuous and responsible behaviour, while the third model (34%) displayed no change in food consumption. Diet quality in terms of healthiness and sustainability declined in the USA, while in Italy, approximately one-third of the sample showed an improvement in diet in these same areas. The use of sociodemographic, motivational, and behavioural variables to profile subjects who adhered to each food model has made it possible to obtain information that can be used to develop communication campaigns and policies for a healthier and more sustainable diet.

Food Choice Motives and COVID-19 in Belgium

To investigate the main motives driving dietary intake changes potentially introduced by preventive measures to address the pandemic, an online survey, using a 36-item Food Choice Questionnaire applied for the period before (the year 2019) and during (2020–2021) the pandemic, was distributed between July and October 2021 among adult residents from Belgium. A total of 427 eligible respondents, the majority Dutch-speaking, were included for analyses. The importance of nine motives for food choices, including health, mood, convenience, sensory appeal, natural content, price, weight control, familiarity and ethical concerns, was assessed by scoring from 1 to 5, and comparing mean scores from the during period with the before period. Sensory appeal was the most important food choice motive before (mean score of 4.02 ± 0.51) and during (3.98 ± 0.48) the pandemic. Convenience and health also ranked among the main motives, with health observed to become more important during the pandemic (3.69 ± 0.60 during vs. 3.64 ± 0.59 before). Additionally, mean scores of mood (3.41 ± 0.71 vs. 3.32 ± 0.58), natural content (3.35 ± 0.84 vs. 3.26 ± 0.85) and weight control (3.33 ± 0.79 vs. 3.25 ± 0.76) were significantly higher during as compared to before. The extent of change in the level of importance for natural content was smaller with increasing age, and for health larger for urban areas, but for other motives there were no significant differences across population subgroups. Changes in the level of importance were observed in both directions, while a moderate share of respondents declared no change, suggesting some persistence of food choice motives. Further activities within public health monitoring should be considered to fully understand the COVID-19 implications on food choice motives together with people’s food behaviors and consumption.

Impact of food choice and consumption profile on the perception of food coloring on kefir labels: Insights of the projective technique of Product Personality Profiling

As consumer awareness of food expands, as does the understanding of the correlation between nutrition and health benefits, consumers are increasingly looking for healthier foods. One of these aspects can be observed in the search for foods with clean labels and with the removal/replacement of artificial additives, such as coloring. However, there are still no studies on the perception of foods with a positive reputation, such as fermented dairy. The present work aimed to evaluate the consumers' perception (n = 121) of kefir labels with the addition of food dyes from different origins (KN = natural kefir / no dye; KCA = kefir added with artificial coloring; KCN = kefir added with natural coloring; KCR = kefir added with coloring from fruit residues), associating data obtained through Product Personality Profile (PPP) and the Food Choice Questionnaire (FCQ). Based on FCQ's data, consumers were subdivided into three distinct clusters with specific profiles - Conscious, Balanced, and Flexible - and had their perceptions of each of the kefir labels described by PPP and Multidimensional Alignment Analysis (MDA). By consensus, the groups associated the KN label with individuals concerned about healthy eating and diets, reaffirming the positive commercial positioning of kefir. At the same time, for KCA, a contrasting association was observed. The Conscious group noted the samples better, emphasizing the correlation of KCR (with added fruit residue dye) with an adult female, married and engaged in physical activity. KCN was correlated with a young, single, student and gym or running target group stands out for the Balanced group. The Flexible one also associated the consumption of KCA with a young audience, ranging from athletic to overweight, with a normal to unbalanced diet. In summary, different impacts on the perception of kefir labels could be elicited with the correlation of FCQ, PPP, and MDA, emphasizing the importance of exploring market segments and design strategies for the target audience.

Consumer Choice for Milk and Dairy in Romania: Does Income Really Have an Influence?

Milk and dairy are basic food products and their importance in healthy human development is well known. However, this does not mean that the consumers’ requests for these products are not evolving and fitting into the new context of sustainable development. By conducting a quantitative analysis on 847 answers regarding milk and dairy consumption offered by Romanian consumers, the objective of this study is to reveal what are the main factors of influence for respondents when choosing a milk or dairy product, and to see if these factors are evolving towards including sustainability-related aspects. The results point out that while price and store availability are still present as choice criteria, new aspects that might be related to a sustainable behavior, such as ecologic certification, country of origin or traditional products, are considered by the respondents when purchasing milk and dairy. However, this depends on the level of income; higher incomes allow respondents to consider new criteria.

Meat replacer? No thanks! The clash between naturalness and processing: An explorative study of the perception of plant-based foods

A shift towards a plant-based diet is desired to promote sustainability, improve health, and minimize animal suffering. However, many consumers are not willing to make such a transition, because of attachment to meat and unwillingness to change habits. The present work explored the perception of Norwegian and French consumers' attitudes, barriers and opportunities to increase the likelihood of a shift in diet. Three creative focus groups (CFGs), using interactive tasks such as photo-collage, projective mapping, story completion and third person technique, were run with omnivorous adult consumers in each country. CFGs gathers undirected feedback, providing less biased responses than other exploration methods, related to e.g. social norms. In both countries, results were in general lines comparable. Nutritional knowledge was low regarding vegetable proteins; familiar sources of protein were mostly animal. There is a strong gap between respondents' desired behaviour (balancing nutrition, eating less meat) and their actual behaviour: meat is very important, and the menu is often organized around it. Consumers are curious about vegetable sources of protein, but major constraints were hedonics in France, and convenience in Norway. The main barrier to a shift in diet is the lack of knowledge on how to prepare plant-based meals. Many participants find a conflict between health & sustainability in industrial products, perceiving them as highly processed and suggesting that meat replacers might not be a straightforward way to drive omnivorous consumers to shift to a more plant-based diet.