How perceptions of meat consumption norms differ across contexts and meat consumer groups.

Social norm perceptions are implicit standards describing what is typically done or seen as acceptable and have shown to be important both in sustaining meat consumption as well as facilitating meat reduction. Norm perceptions depend on individual differences and the contexts (e.g., supermarket, restaurant). Yet, evidence how norm perceptions differ within and across individuals is scarce. The primary aim of this study was to investigate how descriptive, injunctive, and personal norms perceptions favouring meat consumption differ across contexts and meat consumer groups. The second aim was to investigate how generic dynamic norm perceptions vary across meat consumer groups. British meat eaters (n = 1205, 25-65 years) participated in an online cross-sectional survey. Weekly meat, fish and meat substitute consumption was measured with the adapted Oxford Meat Frequency Questionnaire. All but dynamic norm perceptions were measured for the supermarket, restaurant and worksite cafeteria context. Dynamic norms were measured without a specified context. A two-step cluster analysis was conducted to identify meat consumer groups. Descriptive norm perceptions favouring meat consumption were strongest in supermarket and restaurant contexts, compared to the worksite cafeteria. Injunctive and personal norms favouring meat consumption were both perceived strongest in the supermarket, followed by the restaurant, and least in the worksite cafeteria context. Four meat consumer groups were identified and those with higher meat intake (i.e., Meat lovers and Exceeders) perceived norms favouring meat consumption stronger and norms favouring meat avoidance weaker than the groups with lower meat intake (i.e., Flexitarians and Moderates). While norm perceptions differed between meat consumer groups, the pattern of contextual differences is similar for these meat consumer groups. Our findings underscore the importance of considering contexts and meat consumer groups in efforts to reduce meat consumption.

Plant-Based Meat Alternatives: Technological, Nutritional, Environmental, Market, and Social Challenges and Opportunities.

There is a growing awareness that fostering the transition toward plant-based diets with reduced meat consumption levels is essential to alleviating the detrimental impacts of the food system on the planet and to improving human health and animal welfare. The reduction in average meat intake may be reached via many possible ways, one possibility being the increased consumption of plant-based meat alternatives (PBMAs). For this reason, in recent years, hundreds of products have been launched on the market with sensory attributes (i.e., taste, texture, appearance, and smell) similar to their animal counterparts; however, these products have often a long list of ingredients and their nutritional values are very different from animal meat. The present review aims to highlight the main opportunities and challenges related to the production and consumption of PBMAs through an interdisciplinary approach. Aspects related to the production technology, nutritional profiles, potential impacts on health and the environment, and the current market and consumer acceptance of PBMAs are discussed. Focusing on the growing literature on this topic, this review will also highlight research gaps related to PBMAs that should be considered in the future, possibly through the collaboration of different stakeholders that can support the transition toward sustainable plant-based diets.

Social Norms Support the Protein Transition: The Relevance of Social Norms to Explain Increased Acceptance of Alternative Protein Burgers over 5 Years.

Developing alternative protein products-based on protein sources other than regular meat-is a possible pathway to counter environmental and health burdens. However, alternative proteins are not always accepted by consumers, and more research is needed to support a shift to more alternative proteins. Prior studies have mainly focused on individual drivers and perceptions; although we expect that social norms-the perceptions of the opinions of relevant others-are highly relevant in accepting alternative proteins. Online surveys were conducted among 2461 respondents in 2015 and 2000 respondents in 2019 (cross-sectional datasets); a subsample (n = 500) responded to both surveys (longitudinal dataset). We add to the literature by (1) demonstrating the added explanatory value of social norms beyond a range of individual drivers; (2) showing that this finding holds over time, and (3) comparing the impact of social norms across different dietary consumer groups. Meat lovers and flexitarians are more prone to follow social norms whereas meat abstainers are more prone to follow their individual attitudes and values. This study highlights the relevance of investigations beyond personal variables such as personal norms and attitudes and underscores the relevance of considering the social aspects of accepting alternative proteins.

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.

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.

A reversal of defaults: Implementing a menu-based default nudge to promote out-of-home consumer adoption of plant-based meat alternatives.

Restaurants are characterized by high levels of meat being consumed in this out-of-home setting, while plant-based meat alternatives remain a niche product, thus preserving a high environmental impact of food consumption. We tested whether subtly re-designing the restaurant menu, so that plant-based meat alternatives were perceived as the default to a greater extent, increased consumer selection of plant-based meat alternatives. Consumers' freedom of choice was preserved by leaving all choice options on the menu. An online experiment in The Netherlands showed that consumers choose plant-based meat alternatives more often relative to meat when the plant-based option is framed as the default. In a field experiment in a Dutch restaurant, we found that the amount of ordered plant-based meat alternative dishes substantially increased relative to an equivalent meat dish when implementing a default nudge (bean alternative: from 8.6% to 80.0%; seaweed alternative: from 16.1% to 58.3%). Thus, re-designing the menu in a way that suggests that plant-based meat alternatives are the default, while preserving autonomous decision-making, is a promising route to promote out-of-home adoption of plant-based meat alternatives in restaurants.

Sustainable food consumption. Product choice or curtailment?

Food consumption is an important factor in shaping the sustainability of our food supply. The present paper empirically explores different types of sustainable food behaviors. A distinction between sustainable product choices and curtailment behavior has been investigated empirically and predictors of the two types of behavior have been identified. Respondents were classified into four segments based on their sustainable food behaviors: unsustainers, curtailers, product-oriented consumers, and sustainers. Significant differences between the segments were found with regard to food choice motives, personal and social norms, food involvement, subjective knowledge on sustainable food, ability to judge how sustainably a product has been produced and socio-demographics. It is concluded that distinguishing between behavioral strategies toward sustainable food consumption is important as consumer segments can be identified that differ both in their level of sustainable food consumption and in the type of behavior they employ.

The growing role of front-of-pack nutrition profile labeling: a consumer perspective on key issues and controversies.

Nutrition-related diseases, such as some cancers, heart diseases, and obesity, belong to the most challenging health concerns of our time. Communicating intuitive and simple nutrition information by means of front-of-pack (FOP) nutrition profile signpost labeling is increasingly seen as an essential tool in efforts to combat unhealthy food choices and improve public health. Consequently, much attention in policy and research is given to nutrient profiling methods and the determination of optimal nutrition criteria. Although consumer research on nutrition signpost labeling is now gradually appearing in the literature, the value and meaning of these labeling systems for consumers have received less attention. In the current debate a concise overview is lacking of the consumer perspective, including relevant psychological phenomena, in relation to much debated controversies surrounding these labels and their further development, such as the most effective type of signpost labeling system and varying stakeholder interests. Therefore, this paper aims to critically review the literature in the consumer domain of FOP nutrition labeling in order to illustrate the strengths and weaknesses of this form of nutrition education from a consumer perspective.

Construal levels of healthy eating. Exploring consumers' interpretation of health in the food context.

Although many studies consider health and food, little is known about consumers' actual interpretation of healthy eating. This study aims to explore, operationalise, and test consumers' interpretation of healthy eating by using insights from construal level theory. In this exploratory research three consecutive studies were executed, applying focus group (n=35) and two quasi-experimental studies with, respectively 97 and 235 respondents. Respondents appeared to use different levels for their judgment of food products' healthiness. Thinking about healthy eating can take place at a concrete representation level (e.g. "an apple contains vitamins"), but also at an abstract representation level (e.g. "it depends how much you eat"). The main yield of this paper is the coding scheme with exemplary phrasings used by consumers for different representations of healthy eating. This study shows that healthy eating does not always mean the same for different individuals, it depends at least partly on the representation level they are reasoning from. Both in academic reasoning and public health interventions health and healthy eating are usually discussed as universal and univocal concepts. However, this paper argues that healthy eating is not as clear-cut for consumers, and is not understood and interpreted identically by everybody. This paper suggests to take this insight into account in both future research and in the design of any communication message on healthy eating.

Impacts of fast food and the food retail environment on overweight and obesity in China: a multilevel latent class cluster approach.

OBJECTIVE: To simultaneously identify consumer segments based on individual-level consumption and community-level food retail environment data and to investigate whether the segments are associated with BMI and dietary knowledge in China. DESIGN: A multilevel latent class cluster model was applied to identify consumer segments based not only on their individual preferences for fast food, salty snack foods, and soft drinks and sugared fruit drinks, but also on the food retail environment at the community level. SETTING: The data came from the China Health and Nutrition Survey (CHNS) conducted in 2006 and two questionnaires for adults and communities were used. SUBJECTS: A total sample of 9788 adults living in 218 communities participated in the CHNS. RESULTS: We successfully identified four consumer segments. These four segments were embedded in two types of food retail environment: the saturated food retail environment and the deprived food retail environment. A three-factor solution was found for consumers' dietary knowledge. The four consumer segments were highly associated with consumers' dietary knowledge and a number of sociodemographic variables. CONCLUSIONS: The widespread discussion about the relationships between fast-food consumption and overweight/obesity is irrelevant for Chinese segments that do not have access to fast food. Factors that are most associated with segments with a higher BMI are consumers' (incorrect) dietary knowledge, the food retail environment and sociodemographics. The results provide valuable insight for policy interventions on reducing overweight/obesity in China. This study also indicates that despite the breathtaking changes in modern China, the impact of 'obesogenic' environments should not be assessed too strictly from a 'Western' perspective.

The importance of habits in eating behaviour. An overview and recommendations for future research.

There is ample evidence to suggest that a significant part of daily eating behaviours consists of habits. In line with this, the concept of habit is increasingly incorporated into studies investigating the behavioural and psychosocial determinants of food choice, yielding evidence that habit is one of the most powerful predictors of eating behaviour. Research shows that habitual behaviour is fundamentally different from non-habitual behaviour: when behaviour is habitual, people require little information to make decisions, intentions are poor predictors of behaviour, and behaviour is triggered by situational cues. These insights have vast implications for research in the food domain that are only just beginning to be addressed. Also, theorizing on habits has important implications for behaviour change interventions, yet few interventions that are based on habit theory have been tested in a food context. The present article provides an overview of habit research and discusses possibilities to increase our knowledge of the role of habits in eating behaviour. It is shown that interventions targeting habitual behaviour can try to (i) change the situation that triggers the habitual behaviour, (ii) promote or inhibit the habitual response and (iii) change relevant contingencies. These insights can act as a starting point for future intervention research.

Consumer selection of food-safety information sources.

The aim of this study is to examine the preferences of consumers for different information sources when they have a question about food safety. On the basis of a nationally representative survey conducted in the Netherlands, five distinct consumer groups are identified that not only differ on the reported use of information sources but also regarding several personality characteristics and sociodemographic variables. The empirical results show that two-thirds of the consumers are selective in their use of information sources and prefer either institutional or social sources. So, multiple information-acquisition patterns exist among the general public. The study illustrates how these findings can help to develop effective risk communication strategies.

Consumers as four-faced creatures. Looking at food consumption from the perspective of contemporary consumers.

One would believe that with the increasing importance attached to consumers in contemporary affluent societies, the difficulty to understand today's 'butterfly' or 'unmanageable' consumers seems to double simultaneously. Modern consumers defy traditional segmentation by age, gender or income. Classical criteria to distinguish different homogeneous groups of consumers with corresponding behavioral intentions and patterns, have lost much of their explanatory power. Hence, the behaviour of the inhabitants of modern consumer society can no longer be understood by 'straight' and measurable segmentation criteria only. In order to meet the complexities of modern consumer behaviour, it is suggested that we need to improve our understanding of socio-cultural and socio-psychological influences on consumer choices. Such are awarded to be supplementary to socio-demographic (e.g. age, gender) or socio-economic (e.g. income, occupation) criteria, which are traditionally used in consumer studies. Our contribution to this quest for new perspectives, in which consumption is both seen as an economic/materialistic and a socio-cultural/attitudinal phenomenon, is called the consumer images approach. The underpinnings of this approach are the dimensions materialism/nonmaterialism and individualism/collectivism. Based on these two dimensions, four consumer images are distinguished in a four-quadrantic continuum. This implies that consumer images are not another set of taxonomies to 'box in' consumers. The consumer images approach is in tune with lines of thought in the recent renaissance of the sociology of consumption. To illustrate this, a presentation of the multifaceted consumer will be given that is interlarded with quotations from several new studies on contemporary consumerism which give evidence of the current vitality of scholarly interest in consumption.

Variables influencing food perception reviewed for consumer-oriented product development.

Consumer wishes have to be translated into product characteristics to implement consumer-oriented product development. Before this step can be made, insight in food-related behavior and perception of consumers is necessary to make the right, useful, and successful translation. Food choice behavior and consumers' perception are studied in many disciplines. Models of food behavior and preferences therefore were studied from a multidisciplinary perspective. Nearly all models structure the determinants related to the person, the food, and the environment. Consequently, the overview of models was used as a basis to structure the variables influencing food perception into a model for consumer-oriented product development. To this new model, referred to as food perception model, other variables like time and place as part of consumption moment were added. These are important variables influencing consumers' perception, and therefore of increasing importance to consumer-oriented product development nowadays. In further research, the presented food perception model is used as a tool to implement successful consumer-oriented product development.