Precycling in the circular economy: Application of the motivation opportunity ability framework to explore the antecedents of consumers' precycling behavior in Finland.

Dealing with overconsumption and the waste crisis requires consumers to make a drastic lifestyle change, adopting more circular consumption patterns that support the prevention of waste generation. The goal of our study was to explore the range of precycling behaviors aimed at preventing waste generation in households. We tested the hypotheses of the Motivation Opportunity Ability framework using a nationally representative survey of consumers residing in Finland (n = 1,000). Respondents reported a high level of motivation, moderate level of opportunity and ability and engaged in precycling occasionally. Using exploratory factor analysis, we identified three types of precycling behaviors: long-term planning, resourceful behavior, and reuse for circularity. Multiple linear regression indicated that motivation (frugality and minimalism), opportunity (distance to circular economy services), ability (skills related to the circular economy), and precycling were associated. These findings suggest that policymakers need to focus on increasing consumers' precycling skills and improving the accessibility and availability of precycling services.

Food-related consumer behaviours in times of crisis: Changes in the wake of the Ukraine war, rising prices and the aftermath of the COVID-19 pandemic.

When the COVID-19 pandemic subsided, the war in Ukraine led to further disruptions in consumers' daily behaviours, with rising prices for food and energy. We conducted a survey study on self-reported changes in food-related consumer behaviour in ten European countries and compared the results to a similar study conducted two years ago. 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 crisis as regards their eating habits. 19% of survey participants reported no major changes, and 32% reported changes mostly in terms of more price sensitivity. Among those that reported changes beyond reacting to higher prices, there are indications of more mindful eating and more deliberate choices. The changes already found earlier in response to the COVID-19 pandemic therefore seem to have been strengthened and supplemented by reactions to price increases. The results present a challenge to the food industry in terms of supplying healthy and sustainable food at affordable prices.

How vegans and vegetarians negotiate eating-related social norm conflicts in their social networks.

This qualitative study, framed by social identity theory, examines how self-identified vegans and vegetarians negotiate diet-related social norm conflicts within their social networks. Twenty-one semi-structured interviews with 18- to 58-year-old vegans and vegetarians who represented five nationalities were analysed inductively through thematic analysis. According to the results, social norm conflicts occurred in contexts where tense family relations or boundaries between in-group and out-group were salient. The results also show that in order to manage norm conflict situations, the interviewees used strategies towards the dominant social norms, such as adapting, challenging, and weakening. In particular, adapting to the dominant social norms was used in relationships that were not close, whereas challenging and weakening were used within close relationships. The interviewees had developed practical solutions to resolve social norm conflicts, such as eating what was served, actively providing information, or acting as an example to others. The results enhance understanding of the challenges entailed by practising vegan or vegetarian diet in an omnivorous society.

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.

Disease Avoidance Model Explains the Acceptance of Cohabitation With Bats During the COVID-19 Pandemic.

Bats and humans have a close relationship based on cohabitation, with bats taking roost in buildings. It has been suggested that bats function as a reservoir of the SARS-CoV-2 virus that causes the COVID-19 disease in humans. A misconception that bats can spread SARS-CoV-2 to humans may have increased negative emotions toward bats and reduced individuals' acceptance of cohabitation with bats during the COVID-19 pandemic. By applying the disease avoidance model, we tested whether knowledge about bats would be associated with reduced negative emotions toward bats, which in turn would be associated with increased acceptance of cohabitation with bats. Moreover, we tested whether previous experiences of bats, perceived COVID-19 risk, age, gender and level of education would be associated with negative emotions and acceptance of bats. A quantitative survey (N = 577) collected during the COVID-19 pandemic in Finland was analyzed with multiple linear regression. The results supported the disease avoidance model. Negative emotions toward bats reduced the acceptance of cohabitation with bats. However, knowledge about bats was associated with increased acceptance of bats both directly, as well as indirectly, via reduced negative emotions. Moreover, perceived COVID-19 risk was associated with increased negative emotions toward bats, and reduced acceptance of bats. Females were more likely than other respondents to report negative emotions, and reduced acceptance of cohabitation with bats. Prior experience of bats was associated with increased acceptance of bats as neighbors. These findings suggest that COVID-19 pandemic may threaten the existence of bats if no action is taken. The findings highlight the importance of correcting misunderstandings about non-human species as transmitters of diseases to humans.

Towards more environmentally sustainable diets? Changes in the consumption of beef and plant- and insect-based protein products in consumer groups in Finland.

This study investigated consumers' self-reported past changes and future intentions to change the consumption of beef and alternative, plant- or insect-based protein products. A survey of 18-79-year-old consumers in Finland (N = 1000) was analysed with latent class analysis, and five consumer clusters were identified. The largest cluster (37%) consumed beef, but no alternative protein products; three clusters incorporated alternative protein products in their diets in different ways (in total 55%); and one cluster did not consume beef or alternative proteins (8%). In total 27% of the respondents intended to reduce the consumption of beef in the future, whereas 26% planned to increase the consumption of plant-based and 24% planned to increase the use of insect-based protein products. Multinomial logistic regression indicated that the use of alternative proteins was associated with higher health and sustainability motives, and lower food neophobia. The results suggest that demand for new, more sustainable proteins and protein innovations will grow in the future.

The Combined Effect of Perceived COVID-19 Infection Risk at Work and Identification with Work Community with Psychosocial Wellbeing among Finnish Social Sector and Health Care Workers.

It has been well documented that both risk perception and group identification are related to psychosocial well-being. However, their combined effect has rarely been analyzed. We examined the combined effect of perceived risk associated with COVID-19 infection at work and work community identification on psychosocial well-being (i.e., frequency of stress symptoms) among health care and social sector workers in Finland (N = 1 279). Data were collected via an online questionnaire in June 2020 and analyses of covariance were conducted. Perceived COVID-19 infection risk at work was classified into high, medium and low risk. In total, 41% of participants reported a high risk. After all background variables were included, participants who reported high perceived infection risk and low work community identification reported stress symptoms more often than those who reported high perceived risk and high identification (p = 0.010). Similarly, the former differed significantly from all other comparison groups (medium and low risk, p < 0.001), being the most stressed. We found that perceived infection risk and work community identification were not related to each other. Our conclusion is that high work community identification can buffer employee stress when faced with a high perceived health risk. In the context of the COVID-19 pandemic, work organizations with a high infection risk should advance the possibility of employees' identification with their work community.

Omission and Compromise: The Sacredness of Moral Foundations in Political Groups in Italy.

Sacred values are moral foundations that may make public and political debates among groups hard to resolve. A taboo trade-off framework offers the opportunity of measuring the inviolability and the "sacralization" of moral foundations. In this study, moral foundations in a taboo trade-off framework were assessed in a convenience sample of Italians (N = 224) using a new measure to assess sacred values, the Omission as a Compromise on Moral Foundations scale (OC-MF). The OC-MF measures the willingness of individuals to omit moral foundations in exchange for money. It was predicted that Italian center and left-wing participants would be less willing to compromise individualizing moral foundations as opposed to binding ones, and that center and right-wing participants would be less willing to compromise on binding moral foundations than left-wing participants. Confirmatory Factor Analyses demonstrated the two-factor structure of the OC-MF: individualizing and binding. As predicted, Repeated Measures Anova showed that political orientation was related with differential adoptions of moral foundations as sacred values, with center and left-wing participants refusing to compromise more on individualizing than on binding moral foundations. Moreover, left-wing participants were more willing to compromise on binding moral foundations than center and right-wing participants. The OC-MF shows the hypothesized differences between Italian political groups and offers a new understanding of moral reasoning. These findings provide opportunities for improving ideological debates concerning sacred values.

How consumers of meat-based and plant-based diets attend to scientific and commercial information sources: Eating motives, the need for cognition and ability to evaluate information.

This study explores how consumers' eating motives, need for cognition, and subjective ability to evaluate information were associated with the perceived influence of scientific and commercial information sources, and how these were associated with a self-reported consumption of red meat and plant-based alternatives. An online survey of a nationally representative sample of the 18- to 65-year-old adult population living in Finland (N = 1279) was analysed with structural equation modelling. The perceived influence of commercial sources was negatively associated, and the perceived influence of scientific sources positively associated with a plant-based diet. The health motive and subjective ability to evaluate information were positively associated with the perceived influence of scientific information sources and negatively associated with the perceived influence of commercial sources. The environmental motive was positively associated with commercial sources. The findings can be used for tailoring food-related communication to suit the motivations and information assessment capacities of different consumers. In particular, public authorities need to respond to the information needs of environmentally conscious consumers, increase public awareness of the environmental impacts of red meat, and train consumers to assess information quality.

How effective are messages and their characteristics in changing behavioural intentions to substitute plant-based foods for red meat? The mediating role of prior beliefs.

By means of a population-based survey experiment, we analysed the effectiveness of two message characteristics - message framing and the refutation of misinformation - in persuading respondents to reduce their consumption of red meat and increase that of plant-based alternatives. We also tested whether the effects of those two message characteristics were moderated by prior beliefs about the health and climate impacts of red meat consumption. The data were collected with an online survey of the adult population living in Finland (N = 1279). We found that messages had a small but desired effect on intentions when the effect of prior beliefs was taken into account, but that that effect was strongly moderated by prior beliefs. In particular, messages changed behavioural intentions among the "meat-sceptics" (i.e., those believing relatively strongly in the negative health and climate effects of meat consumption) but not among the "meat believers" (defined symmetrically). The combination of frames and refutation of misinformation were not found to be more effective strategies than the provision of information through single-framed, one-sided messages. We found limited evidence that the way a message was formulated determined its effectiveness in changing behaviours.

The effect of gender, age and product type on the origin induced food product experience among young consumers in Finland.

Locally produced and sourced food products are gaining popularity among consumers. The effect of the expectations induced by the origin of the food was studied with 1491 consumers in two separate studies among different age groups. In order to test the consumer response to the product origin neutral, domestic, and local conditions were used. Consumers evaluated the product's pleasantness, their probability to choose it, the overall quality, and their willingness to pay. To gather information on whether the phenomenon was consistent, independent from the product category, three different types of products were tested (meat, bread, and vegetables). Our results show that a closer origin does not necessarily produce a positive response, but that there are several moderating factors such as gender, age, and product type. Female university students responded equally to domestic and local origins in the case of bread, but for meat products, only those of local origin induced a positive reaction. In this study population, the male respondents only reacted to a local origin in the case of bread, while domestic meat products provided similar results to local origins. Among young men consumers in the 7th-9th grades responded to the local origin of vegetables positively, while others among the youngest consumers, the origin did not induce a significant effect. The results indicate that even when the product is not appealing itself, locality can still increase the perceived quality.

Weighing the Risks of Nuclear Energy and Climate Change: Trust in Different Information Sources, Perceived Risks, and Willingness to Pay for Alternatives to Nuclear Power.

We examined how individuals perceive nuclear energy in the context of climate change mitigation and how their perceptions are associated with trust in different risk information sources. We analyzed the interrelationships between trust, perceived risk of nuclear power, climate change concern, perception of nuclear energy as an acceptable way to mitigate climate change, and willingness to pay (WTP) for alternatives to nuclear power. A nationwide survey (N = 967) collected in Finland was analyzed with structural equation modeling. The associations between trust and perceived risk of nuclear power, climate change concern, and perception of nuclear power as a way to mitigate climate change varied by the type of information source. Political party support and other background variables were associated with trust in different information sources. The effect of trust in information sources on WTP was mediated by perceived risks and benefits. The results will increase our understanding of how individuals perceive nuclear energy as a way to cut CO2 emissions and the role of trust in different information sources in shaping nuclear risk perceptions and energy choices.

From beef to beans: Eating motives and the replacement of animal proteins with plant proteins among Finnish consumers.

A better understanding of the motives underlying the adoption of sustainable and healthy diets is needed for designing more effective policies. The aim of the study was to examine how eating motives were associated with self-reported changes in the consumption of beef, beans, and soy products, i.e., changes related to reducing animal and increasing plant proteins. The study analysed a survey of an adult population living in Finland (N = 1048). The eating motives were measured with the Eating Motivation Survey (TEMS), which distinguishes between 15 eating motives. Six clusters of consumers based on self-reported changes in food choices were identified with latent class analysis (LCA). Four clusters had established food consumption patterns ("Beef only", "Beef and beans", "Beef, beans, and soy products", and "No beef"), one was undergoing a change, and one had attempted a change earlier. ANOVA with planned contrasts revealed that the motives relating to natural concerns, health, and weight control were higher, and convenience and price lower, among those who had an established diet including beans and soy products, as compared to those who consumed only beef. Those undergoing a dietary change expressed a higher endorsement of natural concerns as well as health, sociability, social image, and price motives than those with an established diet including beans and soy products. The results suggest that eating motives play an important role in changing towards more sustainable food consumption patterns in which meat/beef is replaced with plant proteins.

Barriers to climate-friendly food choices among young adults in Finland.

The aim of the study was to examine how young adults in Finland perceive barriers to climate-friendly food choices and how these barriers are associated with their choices. The participants were 350 university students of the social and behavioral sciences who completed a questionnaire during class. The study found that the barriers the participants perceived as being the most relevant were different from those that were associated with the omission of climate-friendly food choices. High prices were perceived as the most relevant barrier, but were only weakly associated with the participants' food choices. Instead, habit and disbelief in the effects of food consumption on the climate were found to be the barriers that had the greatest association with climate-friendly choices. Moreover, women considered high prices and poor supply more important compared to men, whereas men considered disbelief and habit more important. In addition, vegetarians perceived fewer barriers than those who followed other diets. The findings increase our understanding of young adults' perceptions of barriers to climate-friendly food choices, as well as their effects.

Does belief matter in climate change action?

We studied environmental action and its predictors in a multi-scalar context of climate change politics. We asked how belief in climate change, post-materialist values, trust and knowledge predict people's engagement in environmental action by testing two alternative structural equation models (SEM). In one of these models all these factors directly predicted climate-friendly action, and in the other the effect of political trust, post-materialist values and climate change knowledge on climate-friendly action was mediated by belief in climate change. The models were tested with Eurobarometer 69.2 survey data of adult people living in Finland (N = 1,004). The SEM revealed that belief in climate change mediates the effect of post-material values, trust and knowledge on climate-friendly action. It is therefore important to recognize the role of belief in the public understanding of large-scale environmental problems. These results help political authorities to develop policies to encourage people's engagement in climate-friendly action.

Moral intensity and climate-friendly food choices.

By changing individual food consumption patterns, it might be possible to reduce greenhouse gas emissions associated with climate change. The aim of the current study was to examine how perceptions of the moral intensity of climate change are related to climate friendly-food choices. The participants were 350 Finnish university students in the social and behavioral sciences who completed a questionnaire during class. The results indicated that moral perceptions mainly affected the moral evaluation and intentions to make climate-friendly food choices. We suggest that the results can be used to promote climate-friendly food choices, for example, by increasing the recognition of climate change as a moral imperative and by combining environmental motives with other relevant food choice motives.