Can we cut out the meat of the dish? Constructing consumer-oriented pathways toward meat substitution

The shift towards a more sustainable diet necessitates less reliance on foods of animal origin. This study presents data from a representative survey of Dutch consumers on their practices related to meat, meat substitution and meat reduction. The practices reflected a cultural gradient of meat substitution options running from other products of animal origin and conventional meat free meals to real vegetarian meals. To investigate feasible substitution options, a variety of meals without meat were presented using photos, which were rated by the participants in terms of attractiveness and chances that they would prepare a similar meal at home. The results demonstrated the influence of meal formats, product familiarity, cooking skills, preferences for plant-based foods and motivational orientations towards food. In particular, a lack of familiarity and skill hampered the preparation of real vegetarian meals. Based on the findings we propose a diversified understanding of meat substitution and we specify four policy-relevant pathways for a transition towards a more plant-based diet, including an incremental change towards more health-conscious vegetarian meals, a pathway that utilizes the trend towards convenience, a pathway of reduced portion size, and practice-oriented change towards vegetarian meals. © 2011 Elsevier Ltd

Motivational differences in food orientation and the choice of snacks made from lentils, locusts, seaweed or "hybrid" meat

The recently developed Food Choice Motives (FCMs) questionnaire was used in a survey among a sample from the general population in the Netherlands (n = 1083) to examine the relationship between motivational differences in food orientation and the choice of snacks made from environmentally-friendly proteins (i.e. lentils, locusts, seaweed or "hybrid" meat). The results show that there is room for a change to a diet with more environmentally friendly proteins, with the exception of insects. As hypothesized, there were important differences between consumers depending on the level and direction of involvement with food. The study identified potential "trendsetters" who appreciated authentic sources of proteins, such as lentils and seaweed, but who were less likely to choose a product that is not pure but hybrid. A hybrid meat product may be acceptable to lowly involved consumers but they will not actively search for more environmentally friendly proteins

Climate change and meat eating: An inconvenient couple?

This paper addresses the relationship between meat eating and climate change focusing on motivational explanations of environmentally-relevant consumer behavior. Based on a sample of 1,083 Dutch consumers, it examines their responses to the idea that they can make a big difference to nature and climate protection by choosing one or more meals without meat every week. This idea can be seen as a new opportunity to help mitigation, but also as a counterproductive message that might trigger negative responses among consumers who are skeptical about climate change. As hypothesized, the meat-free meal idea was received more positively by consumers who valued care for nature and more negatively by those who did not value it. Also as hypothesized, the meat-free meal idea was received more negatively by consumers who were skeptical about the seriousness of climate change. The idea was not received more positively by those who did take it seriously. The results support the notion that the meat-free meal idea may serve as a counterproductive message. From the perspective of motivation, it is preferable not to isolate the meat-climate issue but to develop an approach that combines multiple values regarding food choices, including health and nature-related values

The organic food philosophy. A qualitative exploration of the practices, values, and beliefs of Dutch organic consumers within a cultural-historical frame

Food consumption has been identified as a realm of key importance for progressing the world towards more sustainable consumption overall. Consumers have the option to choose organic food as a visible product of more ecologically integrated farming methods and, in general, more carefully produced food. This study aims to investigate the choice for organic from a cultural-historical perspective and aims to reveal the food philosophy of current organic consumers in The Netherlands. A concise history of the organic food movement is provided going back to the German Lebensreform and the American Natural Foods Movement. We discuss themes such as the wish to return to a more natural lifestyle, distancing from materialistic lifestyles, and reverting to a more meaningful moral life. Based on a number of in-depth interviews, the study illustrates that these themes are still of influence among current organic consumers who additionally raised the importance of connectedness to nature, awareness, and purity. We argue that their values are shared by a much larger part of Dutch society than those currently shopping for organic food. Strengthening these cultural values in the context of more sustainable food choices may help to expand the amount of organic consumers and hereby aid a transition towards more sustainable consumption. © 2012 The Author(s)

Mapping and linking supply- and demand-side measures in climate-smart agriculture. A review

Climate change and food security are two of humanity’s greatest challenges and are highly interlinked. On the one hand, climate change puts pressure on food security. On the other hand, farming significantly contributes to anthropogenic greenhouse gas emissions. This calls for climate-smart agriculture—agriculture that helps to mitigate and adapt to climate change. Climate-smart agriculture measures are diverse and include emission reductions, sink enhancements, and fossil fuel offsets for mitigation. Adaptation measures include technological advancements, adaptive farming practices, and financial management. Here, we review the potentials and trade-offs of climate-smart agricultural measures by producers and consumers. Our two main findings are as follows: (1) The benefits of measures are often site-dependent and differ according to agricultural practices (e.g., fertilizer use), environmental conditions (e.g., carbon sequestration potential), or the production and consumption of specific products (e.g., rice and meat). (2) Climate-smart agricultural measures on the supply side are likely to be insufficient or ineffective if not accompanied by changes in consumer behavior, as climate-smart agriculture will affect the supply of agricultural commodities and require changes on the demand side in response. Such linkages between demand and supply require simultaneous policy and market incentives. It, therefore, requires interdisciplinary cooperation to meet the twin challenge of climate change and food security. The link to consumer behavior is often neglected in research but regarded as an essential component of climate-smart agriculture. We argue for not solely focusing research and implementation on one-sided measures but designing good, site-specific combinations of both demand- and supply-side measures to use the potential of agriculture more effectively to mitigate and adapt to climate change