The roles of Psychological distance and digital blockchain technology in mitigating consumer reluctance toward alternative proteins

The global food system faces the challenge of meeting rising protein demands sustainably amid ecological constraints. Alternative proteins offer a promising solution, but their adoption is hindered by consumer concerns, such as eeriness and food neophobia. This study examines how psychological distance, based on Construal Level Theory, and blockchain technology influence consumer perceptions and willingness to pay (WTP) for novel alternative proteins. Three online experiments with U.S. participants revealed key findings: Study 1 showed that novel alternative proteins evoke greater eeriness and lower WTP compared to traditional proteins. Study 2 demonstrated that reducing the psychological distance to climate change alleviates these negative perceptions, narrowing the gap in eeriness and WTP between novel alternative proteins and traditional proteins. Study 3 found that integrating a blockchain-based display of the production process further reduces eeriness and boosts WTP for novel alternative proteins, particularly when psychological distance is closer. These results underscore the importance of psychological distance and blockchain in overcoming consumer resistance and promoting the adoption of sustainable proteins. Theoretically, this research integrates psychological distance and blockchain into the marketing framework for novel alternative proteins, providing new insights into consumer behavior. It also offers actionable strategies for marketers to increase consumer acceptance and facilitate the transition to sustainable protein sources, including aligning these products with prevailing dietary cultures to foster familiarity and encourage everyday consumption.