Pleasure and Purity: an exploration of the cultural potential to shift towards more sustainable food consumption patterns in the Netherlands

Boersema, J.J. [Promotor]Boer, J. de [Copromotor

Fotografia B197

This study uses the consumer affinity concept to examine the multiple motives that may shape consumers’ relationships with food. The concept was applied in a study on four broad product types in the Netherlands, which cover a wide range of the market and may each appeal to consumers with different affinities towards foods. These product types may be denoted as ‘conventional’, ‘efficient’, ‘gourmet’ and ‘pure’. A comparative analysis, based on Higgins’ Regulatory Focus Theory, was performed to examine whether food-related value motivations could explain different consumer affinities for these product types. The affinities of consumers were measured by means of a non-verbal, visual presentation of four samples of food products in a nationwide survey (n = 742) among consumers who were all involved in food purchasing and/or cooking. The affinities found could be predicted fairly well from a number of self-descriptions relating to food and eating, which expressed different combinations of type of value motivation and involvement with food. The analysis demonstrated the contrasting role of high and low involvement as well as the potential complementarity of promotion- and prevention-focused value motivation. It is suggested that knowledge of the relationships between product types, consumer affinities and value motivation can help improve the effectiveness of interventions that seek to promote healthy and sustainable diets in developed countries

Towards a reduced meat diet: Mindset and motivation of young vegetarians, low, medium and high meat-eaters

This study provides insight into differences and similarities in the mindset and motivation of four dietary groups (young self-declared vegetarians, low, medium and high meat-eaters) to support the development of strategies for a general transition to a less meat-based diet. The paper highlights the value of the identity concept for our understanding of both vegetarians and meat eaters. The analysis involves a comparison of the four dietary groups focusing on the strength and the profile of their food-related motivation and their reasons for and against frequent meat eating. To check for the generalizability of the results, the analyses were performed in two samples of adults (aged 18-35) in the Netherlands (native Dutch, n = 357, and second generation Chinese Dutch, n = 350). In both samples, the vegetarians had the same level of food-related motivation as the other groups, but a different motivational profile and distinctive, taste- and animal-welfare related reasons to justify their abstinence from eating meat. The low and medium meat-eaters often considered health a reason to eat meat as well as to moderate meat eating, plus they liked to vary their meals. In these aspects they were different from both the vegetarians and the high meat-eaters. The findings are relevant for (non) governmental organizations that aim to influence dietary choices, as well as for businesses that operate in the market of meat substitutes