Lena Szczepanski , Sharon Sass , Christina Olding, Jacqueline Dupont, Florian Fiebelkorn
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引用次数: 0
Abstract
Microbial protein obtained by cultivating hydrogen-oxidizing bacteria may provide a more sustainable alternative to conventional meat. The present study investigates the attitudes of the German population (N = 642) toward the microbial protein Solein® as a meat alternative and their willingness to consume it. In addition, the influence of selected nutritional and environmental psychological variables (Food [Technology] Neophobia, Perceived Consumer Effectiveness, Green Consumption Values) on Germans’ attitudes toward Solein® as a meat alternative and willingness to consume is analyzed. The study also examines whether framing, consisting of information on health benefits, environmental benefits, or technical aspects of Solein® production, affects Germans' attitudes toward Solein® as a meat alternative and their willingness to consume it. For this purpose, participants were assigned to one of three framing groups: health, environmental, or technical. The results show that Germans’ attitudes toward Solein® as a meat alternative were neutral, with a positive tendency. Participants perceived Solein® as modern, sustainable, and environmentally friendly, but also as artificial, exotic, and rather expensive. Germans’ willingness to consume Solein® as a meat alternative was neutral. Hierarchical multiple regression revealed that attitudes toward Solein® as a meat alternative were the strongest predictor for willingness to consume it. The three different information-based framings affected neither attitudes toward Solein® as a meat alternative nor the willingness to consume it. However, participants in the health and environmental framing groups had more positive attitudes toward Solein® than the control group and were also more likely to be willing to consume Solein® than the control group. A tendency toward a positive effect for these two framings was thus recognizable. Suggestions for using the findings of this study in the design of marketing strategies are presented.
期刊介绍:
Food Quality and Preference is a journal devoted to sensory, consumer and behavioural research in food and non-food products. It publishes original research, critical reviews, and short communications in sensory and consumer science, and sensometrics. In addition, the journal publishes special invited issues on important timely topics and from relevant conferences. These are aimed at bridging the gap between research and application, bringing together authors and readers in consumer and market research, sensory science, sensometrics and sensory evaluation, nutrition and food choice, as well as food research, product development and sensory quality assurance. Submissions to Food Quality and Preference are limited to papers that include some form of human measurement; papers that are limited to physical/chemical measures or the routine application of sensory, consumer or econometric analysis will not be considered unless they specifically make a novel scientific contribution in line with the journal''s coverage as outlined below.