Cross-cultural consumer acceptance of sustainable protein-rich foods; legumes, plant-based meat analogues and hybrids, and cell-based foods

As the world population continues to grow, adopting more sustainable eating behaviors becomes crucial to mitigating climate degradation. The study aimed to investigate Chinese (n = 672) and Danish (n = 272) consumers acceptance of sustainable protein-rich alternatives. This was done by presenting three categories of sustainable alternatives: legumes, plant-based meat analogues and hybrids, and cell-based foods in two identical online surveys. It was found that the Chinese participants held greater familiarity with the included food categories, more positive attitudes towards pro-environmental behaviors and higher consumption frequency of legumes and plant-based meat analogues and hybrids compared to the Danish. Both participants demonstrated the highest acceptance for legumes, followed by plant-based meat analogues and hybrids, and lastly, cell-based foods. Comparatively, cell-based foods seemed more promising for the Chinese participants while the Danish participants viewed plant-based meat analogues and hybrids more negatively on several aspects. Consumption scenarios were also evaluated for appropriateness across food categories, meal types, physical and social contexts, revealing distinct participant preferences. Legumes emerged as the more appropriate food choice for the participants. Generally, the Chinese participants showed more openness to sustainable protein-rich foods whereas the Danish remained more reluctant. The findings of this study provide valuable insights into cross-cultural differences in consumer perceptions of sustainable protein-rich foods and highlight the necessity for research focusing on a variety of drivers and barriers to consumption. It systematically investigated; legumes, plant-based meat analogues and hybrids, and cell-based foods, allowing for an in-depth comparison to be included in future research and policy developments.