How barriers towards plant-based food consumption differ according to dietary lifestyle: Findings from a consumer survey in 10 EU countries
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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.
Original language | English |
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Article number | 100587 |
Journal | International Journal of Gastronomy and Food Science |
Volume | 29 |
Number of pages | 6 |
ISSN | 1878-450X |
DOIs | |
Publication status | Published - 2022 |
Bibliographical note
Publisher Copyright:
© 2022 The Authors
- Barriers, Consumers, Diet shift, Europe, Plant-based diet
Research areas
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