A new meta-review paper titled “Psychosocial determinants of alternative protein choices: a meta-review” offers insights on how consumers choose alternative protein foods. Published in Health Psychology Review, this publication marks the third research output from Work Package 1 (WP1) of the LIKE-A-PRO project, an initiative funded by Horizon Europe that explores consumer preferences for alternative protein foods (APFs). WP1, with participation from institutions across Poland, Greece, Germany, Norway, and Italy, seeks to identify key determinants influencing APF adoption in Europe, including social, environmental, and individual factors.
This latest meta-review addresses the psychosocial drivers that shape consumer decisions regarding APF. Using a structured synthesis of 28 literature reviews, the study categorizes consumer determinants into individual-level characteristics as defined by the COM-B model, which emphasizes consumers’ Capabilities, Opportunities, and Motivations in making food choices. The paper builds upon previous WP1 publications examining how geographical and environmental factors shape APF adoption, furthering our understanding of consumer behavior in this emerging field.
Key Findings
The meta-review highlights distinct psychosocial drivers for various types of APFs, including plant-based proteins, insect-derived products, and proteins sourced from mushrooms and other alternative sources.
- Plant-Based APFs: The review finds that consumer adoption of plant-based APFs is strongly influenced by:
- Capabilities: Cooking skills and familiarity with APFs positively influence intentions to try or regularly consume these foods.
- Motivations: Health and sustainability benefits, as well as ethical considerations like animal welfare, emerge as significant motivators.
- Demographics: Younger consumers and those with higher levels of education are more likely to adopt plant-based APFs.
- Insect-Based APFs: Acceptance of insect-based proteins, in contrast, is influenced by a wider variety of psychosocial factors:
- Capabilities and Familiarity: Formal education and prior exposure to insect-based APFs play an essential role.
- Perceived Opportunities: Social and cultural acceptance are pivotal, yet challenges remain, such as consumer skepticism toward technological processes involved in APF production.
- Motivations and Barriers: Health benefits, environmental sustainability, curiosity, and willingness to explore novel foods drive interest, though factors such as disgust and distrust remain barriers.
- Demographics: Male consumers and younger audiences tend to show a higher acceptance of insect-based APFs.
- Differentiated Preferences Across APF Types: The study underscores the importance of tailoring interventions based on distinct consumer perceptions of APF types. For instance, motivations surrounding health and sustainability benefits resonate broadly with plant-based APFs but must be addressed differently for insect-based proteins due to unique challenges, including cultural perceptions and product familiarity.
Implications for APF Adoption
The findings highlight the nuanced nature of APF adoption across Europe, providing insights that can support targeted interventions and policies to promote these sustainable protein sources. Understanding the distinct psychosocial drivers for each type of APF is crucial for designing effective outreach and marketing strategies. Educational campaigns and culinary demonstrations may increase exposure to APFs, helping consumers feel more comfortable with these novel foods, especially those requiring significant behavioral shifts, like insect-based proteins.
Access the study online at the Health Psychology Review .
Read about the previous WP1 papers .
For more information about the LIKE-A-PRO project, please visit the .
