Health or environment? Understanding which informative message is more effective in replacing red meat with mushroom-based alternatives.

Current concerns regarding the health and environmental consequences associated with excessive meat consumption have underscored the importance of guiding consumers towards more sustainable diets. Given this perspective, this study seeks to evaluate the effectiveness of tailored informative messages in shaping consumer behaviour, particularly within the framework of replacing meat with mushroom-based alternatives. Additionally, it explores the factors influencing informative message effectiveness. An experimental online survey was conducted on a sample of 951 Italian consumers. Specifically, the sample was divided into three groups, of which 309 individuals formed the control group, 311 participants received informative messages on the health risks associated with red meat consumption, and 331 participants received informative messages emphasizing the environmental damages linked to red meat consumption. In both treatments, there was support for mushroom-based alternatives. Analyses included subgroup assessments, tests to verify treatments effectiveness, along with OLS regression to pinpoint variables influencing message effectiveness. The results underscore a fair positive impact of the two informative messages (mean scores: 8.75 for health message; 7.01 for environmental message). Noteworthy psychosocial variables, including lifestyle patterns, nutritional perceptions, and ecological attitudes, emerged as determinants in shaping consumers' food choices. While health-related messages exhibit marked influence, the nuanced landscape of diverse drivers and barriers necessitates judicious communication strategies. These insights bear significance for policymakers, health professionals, and marketers, offering guidance for interventions that effectively influence consumer behaviour toward more sustainable and healthier food practices.

Balancing Freshness and Sustainability: Charting a Course for Meat Industry Innovation and Consumer Acceptance.

The agribusiness sector is constantly seeking solutions to enhance food security, sustainability, and resilience. Recent estimates indicate that one-third of the total food production remains unused due to waste or limited shelf life, resulting in negative environmental and ethical consequences. Consequently, exploring technological solutions to extend the shelf life of food products could be a crucial option to address this issue. However, the success of these technological solutions is closely linked to the perception of the end-consumers, particularly in the short term. Based on these considerations, this paper presents a systematic literature review of the main technological innovations in the fresh meat industry and of consumers' perceptions of such innovations. Regarding innovative technologies, this review focused on active and smart packaging. Amidst various technological innovations, including the utilization of fundamental matrices and natural additives, a noticeable gap exists in consumer perception studies. This study represents the first comprehensive compilation of research on consumers' perceptions and acceptance of innovations designed to extend the shelf life of fresh meat. Moreover, it sheds light on the existing barriers that hinder the complete embrace of these innovations.

A Further Step toward Sustainable Development: The Case of the Edible Mushroom Supply Chain.

This study provides an accurate economic characterization of the supply of edible mushrooms throughout Italy within the European context to fill the relevant research gap and highlight barriers and opportunities that are consistent with the Sustainable Development Goals. Italian companies operating in this field were identified and economically characterized using the Chamber of Commerce's Register of Companies. A qualitative web content analysis was then conducted to extract information about the marketed products, mushroom species, and retail channels, as well as the adopted certifications. The obtained data were quantitatively analyzed through descriptive statistics and multiple correspondence analysis. The Italian market is concentrated in northern areas of the country, and the limited company size indicates fragmentation at the production level, which led to Italy not being competitive enough and, thus, heavily rely on imports. Production is limited to less than 10 species, and innovative mushroom-based products, such as burgers, have shown a limited presence on the market, although they are gaining market share online. The novelty of growing kits highlights the potential to use food production waste to create fungal substrates. Investments in training new mushroom growers and studying new formulations and new fungal species are needed; these investments could allow greater market differentiation and be a good opportunity to promote local economies and create new job opportunities, thus meeting the requirements for sustainable development.

A systematic review on drivers influencing consumption of edible mushrooms and innovative mushroom-containing products.

Edible mushrooms are attractive for their low calorie content, high-quality protein, low lipid levels, and therapeutic properties; furthermore, mushroom-containing products are gaining interest in light of the world's increasing need for protein source diversification to meet the global protein demand. At present, there is a strong heterogeneity worldwide in terms of mushroom consumption and, to date, few surveys exist on the factors influencing this. This review, through the PICo and PRISMA statements, identified and analysed 31 papers to answer the question: What are the determinants that drive consumers towards the consumption and purchase of edible mushrooms and novel products containing mushrooms? The expected outcome is to provide an overview of key research issues used thus far, identify current research gaps, and discuss implications for industries and policy-makers. Consumer attitude - including fear of poisoning - towards innovative mushroom-containing products has been poorly analysed in Europe and USA; what we do know is that processed mushrooms appeared more attractive to European and American mainlanders. Few studies have considered the ethnicity of participants, which is an important factor since mushrooms and their culinary applications appear to be known mainly thanks to family tradition. New strategies are needed to increase people's familiarity with these products and to contrast neophobic phenomena. If mushroom price is an obstacle for both companies and purchasers, intrinsic characteristics such as umami taste and positive health and sustainability benefits are strengths to consider in the development of the supply chain, public education, and information initiatives. This should be useful in directing consumer preferences towards meat alternatives containing mushrooms.