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.

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.

'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.

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.

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'.

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.