| 1. |
- Perez-Cueto, Federico J. A., et al.
(författare)
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How barriers towards plant-based food consumption differ according to dietary lifestyle : findings from a consumer survey in 10 EU countries
- 2022
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Ingår i: International Journal of Gastronomy and Food Science. - : Elsevier. - 1878-450X .- 1878-4518. ; 29
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Tidskriftsartikel (refereegranskat)abstract
- A diet shift towards a more plant-based food consumption is advocated for sustainable, health and ethical reasons. Still, a diet change remains a societal challenge. The objective of this paper is to identify how barriers towards plant-based food consumption are experienced according to dietary lifestyle in 10 European countries. A pan-EU consumer survey was conducted as part of Smart Protein Project. In total 7590 answers were obtained (49.5% women). Omnivores were more likely to score higher in the barriers to diet shift than vegetarians, vegans or flexitarians. Large effect sizes (Eta squared >0.1) were observed for the following barriers a) the lay belief that humans are meant to eat lots of animal-based meat; b) the expectation that plant-based food products would not be tasty enough; c) and the experience of not enjoying such products. Medium effect sizes (Eta sq. > 0.06) were observed for variables addressing nutrition related barriers “would not be filling enough” and “I would not get energy or strength from these products”. Promotion of plant-based food consumption should be targeted according to diet lifestyle, with focus on their sensory characteristics and on addressing cultural (lay) beliefs e.g. through knowledge sharing.
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| 2. |
- Rini, Listia, et al.
(författare)
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Identifying the key success factors of plant-based food brands in Europe
- 2023
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Ingår i: Sustainability. - : MDPI AG. - 2071-1050. ; 15:1
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Tidskriftsartikel (refereegranskat)abstract
- Plant-based food (PBF) is on the rise as an alternative for animal-based food. Europe is leading in the market size compared with the global market. However, the high failure rate for new food products is challenging the success of new PBF in the market. This paper aims to unravel the key success factors (KSFs) from existing brands, contributing to the knowledge on how to achieve success in PBF market. Two subsequent studies employing online surveys were included, which targeted food expert participants. Study 1 focused on the collection of KSFs related to PBF brands utilizing the card sorting approach. Study 2 employed cluster analysis to further investigate the KSFs among different PBF brands. The findings identified six clusters of KSFs under the external and internal factors supporting the success of the PBF brands. Two (‘Consumer’ and ‘Trend’) and four (‘Ideology’, ‘Marketing strategy’, ‘Innovation management’, and ‘Management structure’) clusters were assigned into external and internal factors, respectively. Furthermore, cluster analysis identified four brand clusters: ‘Mature’, ‘Targeted’, ‘Newcomer’, and ‘Established but diversifying’ clusters. Each brand cluster utilized different KSFs into their strategies; however, both external and internal factors were applied, suggesting that there is no one-size-fits-all KSF to succeed in the market.
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| 3. |
- Rini, Listia, et al.
(författare)
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The role of social media in driving beliefs, attitudes, and intentions of meat reduction towards plant-based meat behavioral intentions
- 2024
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Ingår i: Food Quality and Preference. - : Elsevier. - 0950-3293 .- 1873-6343. ; 113
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Tidskriftsartikel (refereegranskat)abstract
- The environmental challenges associated with meat production and consumption have driven the rise of new plant-based (PB) meats. However, PB meat consumption among Europeans remains low. One of the main barriers to the consumption of PB foods is the consumers' need for information. Social media (SM) can help rapidly disseminate a wide range of information. Yet, misinformation in these channels raises concerns about consumers’ trust. Therefore, this study examined whether involvement in SM mediates the relationship between beliefs, attitudes and intentions towards reducing meat consumption and PB meat behavioral intentions, particularly for omnivores and flexitarians. Data were collected from 10 European countries (n = 6869). Two SM-related factors, namely the likelihood of using SM to find information about PB foods and trust in information about PB foods from SM were designated as mediators. At least 30 % of the respondents were more likely to use and trust information on PB food from SM. The mediation analyses revealed significant partial mediation (p < 0.001) with respect to the direct effect between beliefs, attitudes and intentions towards meat reduction and the indirect effects of the mediators on PB meat behavioral intentions. This study builds upon how SM shape the behavioral intentions towards PB meat consumption and the meat reducing attitudes of Europeans. The results also provide evidence on how SM can promote European consumers' behavioral intentions for PB meat.
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