Choosing sustainable meat? Understanding and fostering consumer adoption of alternative meat

选择可持续肉类？

• 批准号: 2867883
• 金额: --
• 依托单位: University of Bath
• 依托单位国家: 英国
• 项目类别: Studentship
• 财政年份: 2023
• 资助国家: 英国
• 起止时间: 2023 至 无数据
• 项目状态: 未结题
• 来源: https://gtr.ukri.org/projects?ref=studentship-2867883
• 关键词: Choosing; sustainable; meat; Understanding; fostering

Reducing meat consumption is crucial to transition to a more sustainable food system, but contemporary dietary interventions have been relatively ineffective due to two key limitations. Firstly, behavioural intervention research to date has failed to consider wider contextual factors, such as personal (e.g., moments of change in lifestyle), socio-cultural (e.g., food tradition) and geographical (e.g., availability of food) factors. Secondly, studies on novel food products such as plant-based and cell-cultured meat are lacking. In fact, efforts to encourage consumer adoption of these alternative meats is further limited by concerns over the safety of these novel food products, and perceptions of unnaturalness and disgust towards the synthetic production methods. Overall, these limitations present a novel opportunity to warrant an interdisciplinary approach to better understand our food behaviour surrounding alternative meat. Drawing on the food geography literature, the concept of "foodscapes" examines how physical (e.g., food availability and accessibility) and socio-cultural (e.g., food tradition and practices) environments influence, and are influenced by, the process in which we acquire, prepare and consume food. When applied to alternative meat, this suggests that the adoption of alternative meat is largely determined by the availability, accessibility, affordability, convenience and acceptance of alternative meat in the foodscape. How we conceptualise and experience such novel food products is thus inherently embedded within our (individualised) foodscape (Clary et al., 2017), which may vary according to changes in geographical, cultural and economic contexts over time, but such variations have hardly been explored.By applying a foodscape perspective, this proposal aims to (a) examine what geographical, sociological and psychological factors shape consumer acceptance and consumption of alternative meat (including plant-based and cell-cultured meat), and (b) design and test behavioural change interventions for fostering the adoption of alternative meat. MethodPhase 1 will apply a qualitative focus group method to understand (a) the perception of availability, attractiveness and affordability of meat and meat alternatives, (b) social, geographical, and psychological drivers of and barriers to acceptance, and (c) consumer expectations of meat alternatives. Phases 2 and 3 then test 'upstream' and 'downstream' (i.e., contextual and individual) interventions for promoting alternative meat consumption. Phase 2 will manipulate (a) price and characteristics of meat and meat alternatives, (b) framing of food product information, and (c) use of eco-labels to test consumers' willingness to pay as a method to quantify acceptance, alongside examining the impacts of psychological values and barriers, geographical, cultural and economic factors on the interventions used. Phase 3 will investigate default options on food menus using online and field experiments. Overall, representative samples of participants from the UK public will be recruited via social media, gatekeeper organisations and Prolific where necessary. ImpactGiven imminent changes to the regulatory landscape of novel food items, this proposal will be timely and crucial in providing evidence-based research on consumer behaviour to inform future policy and industrial needs. The Food Standards Agency and Bryant Research will collaborate to provide insights and experience through co-supervision to ensure this research is impactful and applicable to policy. 3DBT and Aleph Farm will co-design studies to inform the production and marketing of alternative meat. Bryant Research has also offered a 6-month placement opportunity to gain working experience with industrial clients.

减少肉类消费对于向更可持续的粮食系统过渡至关重要，但由于两个关键限制，当代饮食干预措施相对无效。首先，迄今为止的行为干预研究未能考虑更广泛的背景因素，如个人（例如，生活方式改变的时刻）、社会文化（例如，食物传统）和地理（例如，食物的可获得性）因素。其次，缺乏对植物性和细胞培养肉类等新型食品的研究。事实上，鼓励消费者采用这些替代肉类的努力进一步受到对这些新型食品安全性的担忧以及对合成生产方法的不自然和厌恶的看法的限制。总的来说，这些限制提供了一个新的机会，以保证跨学科的方法，以更好地了解我们的食物行为周围的替代肉类。借鉴食物地理学文献，“食物景观”的概念考察了物理（例如，食物的供应和获取）和社会文化（例如，食品传统和做法）环境影响，并受到影响，我们获得，准备和消费食物的过程。当应用于替代肉类时，这表明替代肉类的采用在很大程度上取决于替代肉类在食物环境中的可用性，可获得性，可负担性，便利性和接受性。因此，我们如何概念化和体验这种新的食品本质上嵌入我们的（个性化）食物景观（Clary等人，2017年），可能会随地理、文化和经济环境的变化而有所不同，但这些变化几乎没有被探讨过。通过应用食物景观的观点，本建议旨在（a）研究哪些地理、社会和心理因素影响消费者对替代肉类的接受和消费（包括植物肉和细胞培养肉），以及（B）设计和测试行为改变干预措施，以促进采用替代肉类。方法第一阶段将采用定性焦点小组方法，以了解（a）对肉类和肉类替代品的可用性、吸引力和可负担性的看法，（B）接受的社会、地理和心理驱动因素和障碍，以及（c）消费者对肉类替代品的期望。阶段2和3然后测试“上游”和“下游”（即，环境和个人）的干预措施，以促进替代肉类消费。第二阶段将操纵（a）肉类和肉类替代品的价格和特性，（B）食品信息的框架，以及（c）使用生态标签来测试消费者的支付意愿，以此作为量化接受程度的方法，同时审查心理价值观和障碍、地理、文化和经济因素对所用干预措施的影响。第三阶段将使用在线和现场实验研究食物菜单上的默认选项。总体而言，英国公众参与者的代表性样本将在必要时通过社交媒体，看门人组织和多产组织招募。鉴于新型食品的监管格局即将发生变化，这一建议对于提供有关消费者行为的循证研究以告知未来政策和行业需求将是及时和关键的。食品标准局和布莱恩特研究将合作，通过共同监督提供见解和经验，以确保这项研究具有影响力并适用于政策。3DBT和Aleph Farm将共同设计研究，为替代肉类的生产和销售提供信息。Bryant Research还提供了6个月的实习机会，以获得与工业客户的工作经验。