Is it me or others who matter? The interplay between consumer values vis-à-vis status and affiliation motives as shapers of meat alternative interest.

This study is about the role of consumers' personal values (Self-enhancement, Openness to change, Self-transcendence, and Conservation) in consumers' interest towards meat alternatives. In addition, the underlying role of two social motives, status and group affiliation are analysed. A conceptual model with hypotheses was developed and validated, and the hypotheses were tested through PLS-SEM with data from four European countries (Finland, the UK, Germany, and Sweden, total N = 3600). The results show that self-focused personal values (Self-enhancement and Openness to change) are not associated with consumers' interest towards meat alternatives. The case is different with other-focused values. Self-transcendence had a positive connection to interest while Conservation had a negative relationship. Finally, the data suggest an underlying role of social motive status between Self-enhancement and interest and the same for group affiliation between Self-transcendence and Conservation and interest. Based on the results, strategies to support meat alternative adoption such as value activation through priming, cognition and emotion-driven marketing are proposed.

Easy-going, rational, susceptible and struggling eaters: A segmentation study based on eating behaviour tendencies.

Eating behaviour tendencies, emotional eating (EE), uncontrolled eating (UE) and cognitive restraint (CR), are associated with various indicators of physical and mental health. Therefore, it is important to understand these tendencies in order to design interventions to improve health. Previous research has mostly examined eating behaviour tendencies individually, without considering typical combinations of these tendencies or their manifestation in well-being and food choices. This study aimed to understand the interactive occurrence of EE, UE and CR in two independent populations. Finnish (n = 1060) and German (n = 1070) samples were segmented on the basis of their responses to a modified Three-Factor Eating Questionnaire (TFEQ-R15). Well-being, coping strategies and food consumption habits of the segments were studied. Segmentation revealed four segments: "Susceptible", "Easy-going", "Rational" and "Struggling". These segments were similar in both countries with regard to well-being, coping strategies and food choices. EE and UE co-occurred, and these tendencies were mainly responsible for differentiating the segments. Members of the "Rational" and "Easy-going" segments, who had low scores for EE and UE, tended to experience vitality and positive emotions in life, and contentment with their eating. By contrast, the "Susceptible" and "Struggling" segments, with more pronounced tendencies towards EE and UE, experienced lower levels of vitality and less frequently positive emotions, applied less adaptive coping strategies and experienced more discontent with eating. The results of the current study suggest that it is possible to identify segments, with differing eating habits, coping strategies and well-being on the basis of the eating behaviour tendencies EE, UE and CR. We discuss possible viewpoints for the design of interventions and food products to help people towards psychologically and physiologically healthier eating styles.

Foods with increased protein content: A qualitative study on European consumer preferences and perceptions.

Foods with increased protein content have rapidly become one of the fastest-growing product categories targeting image- and health-focused consumers. However, it is not clear whether consumers really understand the difference between 'inherently rich in protein' and 'artificially increased protein'. This study used a qualitative focus group approach to investigate the consumer preferences and perceptions of foods with increased protein content among mixed-age and older population in four European countries. In total fifty-two participants were involved in the study. Understanding of the concept of foods with 'increased protein' content was limited. Both older and mixed-age participants could not differentiate between natural sources of protein and foods with increased protein content, no matter whether foods with animal or plant proteins were mentioned. Older participants expressed more scepticism towards foods with increased protein content than mixed-age participants. The combination of protein type and food carrier closer to conventional foods received more acceptance among both older and mixed-age participants. Future use and acceptance of foods with increased protein content will depend on the extent to which consumer concerns about incorporating additional protein into a diet can be responded.

Nature Ambience in a Lunch Restaurant Has the Potential to Evoke Positive Emotions, Reduce Stress, and Support Healthy Food Choices and Sustainable Behavior: A Field Experiment among Finnish Customers.

Laboratory experiments have indicated that exposure to restorative ambiences in food environments can lead to beneficial outcomes for consumers, but there is little evidence if this positive effect holds true in real-life consumption conditions. Therefore, the aim of this study was to analyze the effects of lunch restaurant ambience on customers' emotional responses, stress recovery, food choices, and generation of plate waste. The expectation was that ambience inducing positive emotional responses would lead to alleviated stress, healthier food choices, and reduced plate waste. A field experiment with a baseline and two experimental ambiences ('nature ambience' to induce positive emotions and 'fast food ambience' to induce less positive emotions) including visual and auditory stimuli was conducted in a lunch restaurant for one week per ambience. Emotional responses, and objective and subjective stress were measured from a subgroup of participants (n = 32). Food choices and plate waste were measured for all customers (n = 1610-1805 depending on the study week). During 'nature ambience' week, customers more often chose vegetarian dishes and generated less plate waste. The results on emotional responses and stress recovery were partially in line with the expectations. The study provides real-life evidence that restaurant ambience modification could lead to beneficial consequences for customers.

A taste of things to come: Effect of temporal order of information and product experience on evaluation of healthy and sustainable plant-based products.

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.

No lockdown in the kitchen: How the COVID-19 pandemic has affected food-related behaviours.

The COVID-19 pandemic and especially the lockdowns coming with it have been a disruptive event also for food consumption. In order to study the impact of the pandemic on eating habits, self-reported changes in food-related behaviours were investigated in ten European countries by means of an online survey. A latent class cluster analysis distinguished five clusters and showed that different types of consumers can be distinguished based on how they react to the pandemic as regards their eating habits. While food-related behaviours were resilient for 60% of the sample, another 35% reported more enjoyment in cooking and eating, more time in the kitchen and more family meals. Among those, a slight majority also showed signs of more mindful eating, as indicated by more deliberate choices and increased consumption of healthy food, whereas a slight minority reported more consumption of indulgence food. Only 5% indicated less involvement with food. As the COVID-19 pandemic is a disruptive event, some of these changes may have habit-breaking properties and open up new opportunities and challenges for food policy and food industry.

Techno-Economic Prospects and Desirability of 3D Food Printing: Perspectives of Industrial Experts, Researchers and Consumers.

3D food printing is an emerging food technology innovation that enables the personalization and on-demand production of edible products. While its academic and industrial relevance has increased over the past decade, the functional value of the technology remains largely unrealized on a commercial scale. This study aimed at updating the business outlook of 3D food printing so as to help entrepreneurs and researchers in the field to channel their research and development (R&D) activities. A three-phase mixed methods approach was utilized to gain perspectives of industrial experts, researchers, and potential consumers. Data were collected from two sets of interviews with experts, a survey with experts, and consumer focus group discussions. The results gave insights into key attributes and use cases for a 3D food printer system, including the techno-economic feasibility and consumer desirability of identified use cases. A business modelling workshop was then organized to translate these results into three refined value propositions for 3D food printing. Both the experts and consumers found personalized nutrition and convenience to be the most desirable aspects of 3D food printing. Accordingly, business models related to 3D printed snacks/meals in semi-public spaces such as fitness centers and hospitals were found to offer the highest business potential. While the technology might be mature enough at component level, the successful realization of such high-reward models however would require risk-taking during the developmental phase.

Mobile Phone App for Self-Monitoring of Eating Rhythm: Field Experiment.

BACKGROUND: Temporal aspects of eating are an integral part of healthy eating, and regular eating has been associated with good diet quality and more successful weight control. Unfortunately, irregular eating is becoming more common. Self-monitoring of behavior has been found to be an efficient behavioral change technique, but the solution should be simple enough to ensure long-lasting adherence. OBJECTIVE: This study aimed to explore the influence of self-monitoring of daily eating pattern with mobile phone app on eating rhythm, eating behavior tendencies, and the underlying motives and attitudes related to eating. METHODS: A mobile phone app, Button, was developed for effortless self-monitoring of eating rhythm. The feasibility of the app was tested in a 30-day intervention. The participants (N=74) recorded their eating occasions during the intervention by pressing a button in the app widget. RESULTS: The average interval between meals increased (96 [SD 24] min during the first 10 days vs 109.1[SD 36.4] during the last 10 days) and the number of daily eating occasions decreased (4.9 [SD 0.9] during the first 10 days vs 4.4 [SD 0.9] during the last 10 days). The tendencies for cognitive restraint, emotional eating, and uncontrolled eating increased. Eating-related attitudes and motives remained largely unchanged. CONCLUSIONS: These results indicate that a simple self-monitoring tool is able to draw a user's attention to eating and is a potential tool to aid people to change their eating rhythm.