Exploring alternative proteins: psychological drivers behind consumer engagement

What is it about?

This study examines the psychological factors influencing people’s willingness to engage with alternative proteins, such as seitan, insects, and cultured meat, in place of traditional meat. We investigate how awareness of the environmental and health impacts of meat consumption, alongside personal responsibility and concern for animal welfare, shapes individuals’ personal norms and intentions to engage with these alternatives. Additionally, we assess how neophobia—fear of or discomfort with unfamiliar foods and technologies—can decrease the likelihood of trying alternative proteins. Based on a survey of 500 Italian consumers, our results show that those with greater awareness of the negative impacts of meat consumption and higher involvement in sustainable eating are more inclined to consume alternative proteins. Ascription of responsibility for animal welfare and health impacts positively influences the intention to try alternative proteins. Conversely, higher levels of neophobia are associated with a lower likelihood of doing so. Factors such as age and prior experience with alternative proteins also significantly influence consumption preferences.

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