Cultivating curiosity: Consumer responses to ethical and product benefits in cultured foods.

Cultured foods have the potential to profoundly transform the food industry. However, most current research focuses on cultured meat, neglecting other cultured products and begging the question of whether different promotional approaches are suited for certain types of cultured food products than others. To bridge this knowledge gap, we carried out two studies to explore how product type (cultured meat vs. cultured fruit) and benefit type (ethical vs. product attributes such as sensory and nutritional advantages) interact in determining consumers' willingness to try the products. Study 1 findings indicate that emphasizing ethical benefits is more effective for promoting cultured meat, whereas highlighting product benefits is more effective for promoting cultured fruit. We found that curiosity, a strong behavioral motivator, mediates the interactive effect of product type and benefit type on willingness to try. This research underscores the need for marketing messages to be tailored to the distinct cultured product types and enriches the literature on curiosity as an important mechanism in the context of cultured food acceptance.

'My voice, my choice': Impact of food technology conditions and message framing on sense of agency and purchase intent.

Evaluations consumers apply towards the way food technologies are framed is an important overlooked domain of food communication and advertising. We explore two distinct conditions of food technologies-technologies that manipulate external environments (i.e., robotics) and technologies that manipulate food internally (i.e., gene editing). The current research demonstrates that food manipulated in an external environment (vs. internal manipulation) has higher purchase intent (Study 1). Further, we explore how food technologies may be framed differently in messages to influence consumers' sense of agency. Study 2 demonstrates that food technologies that manipulate the food environment induce a higher sense of agency, whilst in contrast food technologies that manipulate food internally influence a lower sense of agency, impacting purchase intent. Study 3 explores a unique way in which sense of agency can be increased for food technologies with internal manipulations through framing the technology as agency-supportive. Investigating the impact of food technologies and how they may be framed to influence consumer psychology, and more specifically sense of agency, has rarely been explored. However, as food technologies have important upstream consequences on downstream advertising, their role on consumer psychology warrants investigation.

When food governance matters to consumer food choice: Consumer perception of and preference for food quality certifications.

Food quality certifications have been widely promoted for sustainable goals and addressing consumers' increasing concern for food safety. However, these mechanisms have achieved varied success in practice. Prior research notes the importance of certification and certifying agencies in making tangible an invisible process to build consumer trust in certified food. What we have yet to understand is if and how perceived trustworthiness of food actors, such as growers and retailers in that process, influences consumers' trust in food certification and their food choices. To extend the literature on food certification in a complex network environment, we examined consumer trust in three food certification schemes which represent two types (community-based versus third-party), two certification origins (international versus domestic), and two certification standards (organic versus Good Agricultural Practice or GAP). Data were collected via in-depth interviews with 27 participants in Vietnam. These participants have similar awareness of, access to and capability to afford organic food but differ in their food choice. This is the first study exploring consumers' perceptions of community-based certification in comparison with other third-party certifications in the same market. Our study shows that the variation in consumer trust in certifications depends on their perceived trustworthiness of the food system and its actors to deliver certified food. Findings reveal that the higher the level of trust in the certification, the lower the need for trust in food actors. Conversely, the lower the level of trust in the system, the higher the need for trust in food actors. Importantly, food chain governance, the mechanisms linking growers to retailers, increase consumers' trust in certified food. The study proposes two food governance frameworks to improve consumer trust in certification schemes in developing countries.

What's your beef with meat substitutes? Exploring barriers and facilitators for meat substitutes in omnivores, vegetarians, and vegans.

The overconsumption of meat has been related to negative health, environmental, and animal welfare effects. As such, many people are now reducing their meat consumption, and for some this includes increasing their consumption of meat substitutes. While research has discussed the barriers towards the adoption of meat substitutes, there is a lack of studies examining the differences between omnivores and veg*ns. The objective of this research is to explore the facilitators, barriers, and negotiations (i.e., tensions) that various dietary groups encounter with meat substitutes. Six focus groups were conducted and our analysis found clear tension between many influences in food choice. These tensions result in the influences (sensory preferences, meat substitutes' classification, health perceptions, and social/culture) being both facilitators and barriers dependent on the dietary group. Yet, there are also key facilitators across all dietary groups such as resources (packaging and labelling), and food context (restaurants, takeaways), as well as barriers such as the "vegan tax" (high price) and lack of trust. A main value negotiation was also exhibited by all dietary groups, balancing familiarity with food/meal freedom and versatility. We provide a reflection on the practical implications for meat substitute companies.

The lesser evil: Consumer acceptance of X-ray irradiation compared with alternative phytosanitary treatments.

X-ray irradiation is becoming a mainstream phytosanitary food treatment that is compatible with solving sustainability challenges. However, understanding how consumers respond to X-ray irradiation is still underdeveloped in research. In two studies, the current research sheds light on the acceptance of X-ray irradiation by New Zealand consumers, compared with an existing treatment, methyl bromide. Study 1 used focus groups to provide insights into barriers and opportunities of X-ray irradiation perceived by participants who accept, are passive towards, or reject irradiation. Acceptors of X-ray highlighted familiarity of use, non-residue/lack of chemicals, and environmentally friendly as positive factors, whereas danger of radiation and long-term health concerns were strong themes for rejection. Subsequently, study 2 extended this to provide a snapshot of measures representative of such themes to understand current attitudes towards X-ray irradiation itself, and as a replacement for methyl bromide usage. The results of study 2 indicated that when provided with information on X-ray in isolation, under half the respondents (39%) indicated a willingness to eat foods treated with X-ray. However, when forced to choose between food that had been treated with either X-ray or methyl bromide, the majority of respondents (84%) chose irradiation. Overall, the studies present an overview that whilst consumers may be apprehensive or passive about acceptance of X-ray irradiation (study 1), they overwhelmingly accept X-ray irradiation over the current alternative in New Zealand, methyl bromide (study 2). This was voiced by participants as accepting 'the lesser of two evils'.

Are trust and consumption values important for buyers of organic food? A comparison of regular buyers, occasional buyers, and non-buyers.

Although many countries have promoted organic farming for its benefits, organic food remains a niche market. This study investigates the drivers of purchasing organic food by examining if and how consumers' consumption values influence the food choices of regular buyers, occasional buyers, and non-buyers of organic food. We use consumption values as a theoretical lens for classifying different motives for purchasing organic food. Data were collected using in-depth interviews with 27 Vietnamese participants who were comparable in terms of their awareness of, their ability to afford, and their access to, organic food. Thematic analysis was used to analyse the qualitative data. The study advances research in organic food consumption by showing that trust and distrust in the food system, a much wider concept than trust in food labelling, is a determinant of consumption values of organic food, and therefore a determinant of organic food choice. It also makes a valuable contribution to the organic consumption values literature by showing a clear difference in the importance of perceived consumption values across regular buyers, occasional buyers, and non-buyers of organic food. Furthermore, the study advances Sheth's (1991) theory of consumption values by providing a more nuanced understanding of how consumption values can be interrelated.

Fortifying wellbeing: How Chinese consumers and doctors navigate the role of functional foods.

China's rapidly developing economy has seen an increase in medical problems commonly associated with affluent lifestyles such as increases in metabolic diseases and digestive issues. One response to this problem is an increase in the amount of functional foods currently available, which may take a Western food form, or be more closely associated with traditional Chinese medicine (TCM). This research seeks to understand how functional food and wellbeing intersect in order to better understand how consumers perceive the complex construct of wellbeing, and their agency in its creation. Interviews and Focus Group Interviews were undertaken in Shanghai, China; with consumers who self-identified as having health concerns, and with Doctors trained in Western Medicine and in TCM. Using an iterative process, the primary objective was to holistically examine how consumers navigate the role of functional foods in relation to their wellbeing. Our findings reveal three broad intersecting themes: (1) self-managed therapy using functional foods; (2) building trust with knowledge sharing; and (3) the importance of functional food heuristics. Functional food was not simply considered to be food with an added benefit, but also a cultural symbol of agency over one's wellness. These findings are discussed and implications for both policy makers and marketers are deliberated.

Participant Insights From a Family-based Meal Kit Delivery Intervention.

OBJECTIVE: To explore the lived experiences of prediabetic participants in an in-home, family-based meal kit delivery intervention for 12 weeks. Delivered foods followed a plant-dominant pattern, including small meat portions, to encourage long-term adoption of this pattern. METHODS: Qualitative in-depth individual interviews (n = 21) were undertaken online with 7 pilot participants, at 3-time points (preintervention, during intervention, and postintervention). Three online focus groups were also undertaken postintervention with 12 participants. RESULTS: Postintervention, most participants reported positive changes in eating patterns and mindset changes enabling future healthier eating. The deliveries inspired enthusiasm for tastier cooking and family involvement. Although participants indicated they felt well-being improvements, they often became focused on the outcome of their physical test results (eg, weight), leading to some disappointment and feelings of failure. CONCLUSIONS AND IMPLICATIONS: Participant engagement with the intervention was high, but other underlying emotions, outside diet behavior, can affect long-term adoption outcomes. This has implications for designing future interventions.

He Rourou Whai Painga, an Aotearoa New Zealand dietary pattern for metabolic health and whanau wellbeing: protocol for a randomized controlled trial.

Background: Cardiometabolic diseases are highly prevalent in Aotearoa New Zealand. Dietary intake is a modifiable risk factor for such diseases and certain dietary patterns, specifically the Mediterranean diet (MedDiet), are associated with improved metabolic health. This study aims to test whether an intervention including a Mediterranean dietary pattern incorporating high quality New Zealand foods (NZMedDiet pattern) and behavior change science can improve the metabolic health of participants and their household/whanau. Methods and analysis: This is a multi-center, three-stage trial with two parallel group superiority randomized controlled trials (RCTs), and a longitudinal cohort study embedded within the trial design. The first RCT (RCT 1) is a comparison of the NZMedDiet pattern compared to usual diet for 12 weeks. The Behavior Change Wheel was used to select and implement strategies to support participant adherence to the NZMedDiet, such as web-based nutrition education on healthy shopping and cooking. The second (RCT 2) compares online social support to no online social support for 12 weeks, administered to participants immediately following RCT 1. The third stage is a longitudinal cohort study where all participants are followed from the beginning of their start of the active intervention for 12 months in total. The primary outcome measure for each stage is the metabolic syndrome severity score (MetSSS). The duration of enrolment is 12-15 months. The total recruitment target is 200 index participants and their household/whanau members who participate with them, and the primary analyses will be intention to treat on index participants. Discussion: The trial will test whether the NZMedDiet pattern and behavior change support improves the cardiometabolic health of people in Aotearoa New Zealand. Clinical trial registration: https://www.anzctr.org.au/Default.aspx, identifier ACTRN12622000906752 and https://www.isrctn.com/, identifier ISRCTN89011056 (Spirit 2).

Positioning Phytosanitary Food Treatments: Exploring the Role of Business-to-Consumer Stakeholder Literacy as an Information Gatekeeper in New Zealand.

Various phytosanitary treatments are used globally to ensure biosecurity for borders, whilst maintaining public health and safety in the consumption of fruits and vegetables. However, public health literacy of phytosanitary treatments is still low. Furthermore, little is known of the literacy on important information gatekeepers, such as business-to-consumer (B2C) stakeholders. This study investigates the health literacy of phytosanitary treatments by B2C stakeholders, and the subsequent positioning marketing narratives as an outcome of such literacy. We use health literacy as a theoretical lens for classifying different strategies that B2C stakeholders may use when positioning phytosanitary food treatments. Data were collected using in-depth interviews with 12 purposefully recruited New Zealand B2C retailers, based on the criteria of making and/or influencing decisions about the supply of fresh fruits and vegetables to consumers. Thematic analysis was used to analyze the qualitative data. The study advances research in food marketing by showing how different literacy levels may influence marketing narratives in the global food system. It makes a valuable contribution to literature by unveiling how appraisals of invasiveness, familiarity, naturalness, and sustainability lead to different applications of positioning narratives: the purist approach, maintaining the romance, and full transparency.

Exploring University Food Environment and On-Campus Food Purchasing Behaviors, Preferences, and Opinions.

OBJECTIVE: Cross-sectional observation of a university food environment and a survey of food purchasing preferences, behaviors, and opinions of students and staff to formulate strategies for interventions. DESIGN: A modified food environment-quality index was used to assess food outlets. A cross-sectional survey with closed (n = 42) and open-ended (n = 2) questions assessing students and staff purchasing, choice determinants, and opinions about the food environment. SETTING: Six campuses of 1 large urban university. PARTICIPANTS: Food outlets (eg, convenience stores, restaurant and café, takeout, vending machines) (n = 57). University students and staff (n = 1,954). ANALYSIS: The researchers calculated descriptive statistics and Pearson chi-square tests to compare the percentages of healthy and/or unhealthy products in high- vs low-scoring outlets. Kruskal-Wallis H test was used to determine differences in healthiness between outlet types. Pearson chi-square tests were used to examine the influence of gender, and student and staff differences in survey responses. RESULTS: Median food environment-quality index was 79 out of 199 (interquartile range = 7). Six food outlets were categorized as healthy and 2 as unhealthy; the rest were intermediate. Overall, healthy items were less available, accessible, and promoted and cost more than unhealthy items. The majority of respondents in the survey (79%) purchased food and beverages on campus; males consuming them more frequently than did females (P = .001) and students consumed them more frequently than did staff (P = .001). Value for money, healthfulness, and taste determined the choice. Respondents suggested increasing value for money and healthy options. CONCLUSIONS AND IMPLICATIONS: Interventions that improve food availability, accessibility, prices, and promotions through policies are warranted and would be well-received among both university students and staff.