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Exploring the Rise of Alternative Foods: A Consumer Behavior Perspective

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A special issue of Foods (ISSN 2304-8158). This special issue belongs to the section "Sensory and Consumer Sciences".

Deadline for manuscript submissions: closed (30 June 2024) | Viewed by 21614

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Special Issue Editors

Dr. Francisco Javier Mesias

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Guest Editor

Department of Economics, University of Extremadura School of Agricultural Engineering, Avenida Adolfo Suárez, S-N, 06007 Badajoz, Spain
Interests: agronomy; agrifood marketing; food behaviour; consumer preferences
Special Issues, Collections and Topics in MDPI journals

Prof. Dr. Carlos Diaz-Caro

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Guest Editor

Department of Financial Economics and Accounting, Faculty of Business, Finance and Tourism University of Extremadura, Cáceres, Spain
Interests: agronomy; choice experiment; willingness to pay; heterogeneity; consumer behaviour

Special Issue Information

Dear Colleagues,

Recently, the agri-food sector has undergone significant changes regarding the types of products that consumers purchase. These changes reflect alterations in demand for food products with an increase toward alternative products (less consumption of resources, sustainable, ethical, with less environmental impact, animal welfare, etc.) compared to products produced traditionally and without incorporating relevant aspects for the consumers. In addition, consumers present changes in their behaviour that influence the choice of product purchases and their characteristics, such as consumption habits, motivations, and even psychological aspects. In this sense, research on consumer behaviour toward alternative food products is necessary for developing productive, financial, and marketing strategies in private companies, the public sector, and even institutions that promote improvements in social welfare and the sustainability of the economic system.

Dr. Francisco Javier Mesias
Prof. Dr. Carlos Diaz-Caro
Guest Editors

Manuscript Submission Information

Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All submissions that pass pre-check are peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 100 words) can be sent to the Editorial Office for announcement on this website.

Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Foods is an international peer-reviewed open access semimonthly journal published by MDPI.

Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 2900 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions.

Keywords

alternative food
sustainable food
ethical food
food consumption
willingness to pay
behaviour choice consumer

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Published Papers (9 papers)

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Research

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12 pages, 600 KiB

Open AccessArticle

Consumer Values, Attitudes, and Behavior towards Plant-Based Alternatives

by Cho-I Park and Young Namkung

Foods 2024, 13(16), 2561; https://doi.org/10.3390/foods13162561 - 16 Aug 2024

Viewed by 2209

Abstract

This study investigated the impact of consumer values and attitudes to consuming plant-based alternatives (PBAs), using the value–attitude–behavior framework. The research model and hypotheses were tested using a two-step approach to structural equation modeling on 392 responses collected from PBA consumers through a research company in Korea in November 2023. The results indicated that environmental consciousness and health consciousness significantly affected attitudes toward PBAs. Also, positive attitudes toward PBAs were critical for the formation of repurchase intentions for PBAs and PBA restaurant visit behavior. Our study contributes to both academics and PBA practitioners by showing how consumer values are associated with attitudes, PBAs repurchase intentions, and PBAs restaurant visits. Full article

(This article belongs to the Special Issue Exploring the Rise of Alternative Foods: A Consumer Behavior Perspective)

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21 pages, 853 KiB

Open AccessArticle

Health Belief and Behavioral Analysis of Fad Diets: A Perspective from Younger Generations in a Developing Country

by Ray Ver V. Baldemor, Ardvin Kester S. Ong, Josephine D. German, Netanya S. Bautista, Marc Lenard V. Alonso and Oldrin John P. Alidio

Foods 2024, 13(12), 1858; https://doi.org/10.3390/foods13121858 - 13 Jun 2024

Viewed by 2243

Abstract

The surge in popularity of fad diets has raised concerns about compromised health among individuals due to their beliefs and intentions regarding consumption. The aim of this study was to examine the prevalence of fad dieting among persons who are dieting and to determine the different factors influencing the inclination to adopt fad diets. Specifically, this study explored the ways in which individual openness to following fad diets, participation in diet trends, and characteristics may influence attitudes towards fad diet adoption. Data from 407 participants aged 18–34, collected via Google Forms, were analyzed using a high-ordered construct approach between the theory of planned behavior (TPB) and health belief model (HBM). Employing partial least squares structural equation modeling, significant results were obtained. The key findings revealed that knowledge about dieting, perceived benefits, and health motivation significantly influenced individuals’ intentions to adopt fad diets. Additionally, the study demonstrated significant impacts of health motivation on attitude and perceived behavioral control, subsequently affecting individuals’ intention to adopt dietary practices. Practical implications include the development of tailored health communication strategies for government agencies and informed decision-making support for individuals considering adopting fad diets. This research contributes valuable insights into the perception and psychological and social factors shaping dietary decisions, laying the groundwork for enhanced health education and intervention strategies. Furthermore, the study’s theoretical framework offers potential for extension and application to health-related food consumption behaviors across diverse cultural contexts. Full article

(This article belongs to the Special Issue Exploring the Rise of Alternative Foods: A Consumer Behavior Perspective)

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29 pages, 2084 KiB

Open AccessArticle

Is Sustainable Consumption a Sufficient Motivator for Consumers to Adopt Meat Alternatives? A Consumer Perspective on Plant-Based, Cell-Culture-Derived, and Insect-Based Alternatives

by Nayyer Rehman, Victoria Edkins and Nives Ogrinc

Foods 2024, 13(11), 1627; https://doi.org/10.3390/foods13111627 - 23 May 2024

Cited by 3 | Viewed by 2401

Abstract

This study investigates consumer preference and acceptance of three meat alternatives—plant-based, lab-grown, and insect-based—as sustainable choices to meet the demands of a growing population and evolving food systems. Insights were gathered from European consumers regarding their perceptions and consumption patterns using a mixed-methods approach. The approach employed a questionnaire followed by focus group discussions conducted in Slovenia and the UK to understand the motivations and barriers behind their responses. The UK and Slovenia were chosen as they provided the highest response rates to the questionnaire and they have differing legislation. The results show that plant-based alternatives are the most familiar and accepted option, while lab-grown meat and insect-based products are less familiar and have lower acceptance rates. Moreover, they show that although sustainability factors are important to consumers, they are not their only concern; health and nutrition are the primary motivators for choosing meat alternatives. These are followed closely by sensory appeal, pricing, and a preference for natural, minimally processed options. Based on insights from the focus groups, strategies to overcome the barriers to the acceptance of meat alternatives should include targeted product categorisation and placement, educational campaigns, effective use of media, and greater transparency in product information. Full article

(This article belongs to the Special Issue Exploring the Rise of Alternative Foods: A Consumer Behavior Perspective)

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17 pages, 898 KiB

Open AccessArticle

Study of the Correlation between Streaming Video Platform Content on Food Production Processes and the Behavioral Intentions of Generation Z

by Xi-Yu Zhang, Ching-Tzu Chao, Yi-Tse Chiu and Han-Shen Chen

Foods 2024, 13(10), 1537; https://doi.org/10.3390/foods13101537 - 15 May 2024

Cited by 1 | Viewed by 1259

Abstract

With an estimated 2.4 million cases of foodborne illnesses recorded annually in the UK alone, food safety has become a paramount concern among stakeholders. Modern technology has positioned streaming platforms as pivotal conduits for disseminating information. Channels such as YouTube offer detailed recordings of the food production process, granting consumers extensive visibility of the food journey from farm to table. This increased transparency not only promotes vigilant monitoring of food safety practices but also solicits consumer feedback regarding the public exposure to food processing videos. Based on the Theory of Planned Behavior (TPB), this study augments its framework with constructs, such as perceived trust, perceived risk, community experience, and brand identity, to evaluate Taiwan’s Generation Z consumer behavioral intentions. With 226 valid responses amassed, structural equation modeling facilitated elucidation of the relationships among the constructs. This analysis yielded three salient insights. First, Generation Z’s engagement with food processing videos on streaming platforms is positively correlated with their subsequent purchasing behavior. Second, enriched community experience was correlated with strengthened brand identification. Third, both perceived trust and perceived risk had a constructive impact on behavioral intentions within Gen Z’s demographic data. Based on these outcomes, food industry enterprises should proactively develop and bolster community experiential value, thereby encouraging streaming platform users to transform into brand consumers and advocates. Full article

(This article belongs to the Special Issue Exploring the Rise of Alternative Foods: A Consumer Behavior Perspective)

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16 pages, 1468 KiB

Open AccessArticle

Content Analysis of Food Safety Information in Apple-Drying Recipes from YouTube, Blogs, Cookbooks, and Extension Materials

by Megan Low and Yaohua Feng

Foods 2024, 13(5), 778; https://doi.org/10.3390/foods13050778 - 1 Mar 2024

Cited by 1 | Viewed by 1450

Abstract

Recurrent foodborne outbreaks associated with low-moisture foods prompted this study to evaluate apple-handling practices presented in apple-drying recipes available to United States consumers, and to explore the food safety implications of the recipes. Because little research is available on the safety of home fruit-drying, we conducted a systematic search of English-language apple-drying recipes from YouTube videos, blog articles, cookbooks, and university extension sources. Our evaluation found that most recipes excluded handwashing instructions, and potential cross-contamination practices were evident in 12% of the videos. Bruised or damaged apples were selected for drying in 16% of the videos, two blogs, and five cookbook recipes. Although more than half the blogs and videos demonstrated pre-treatment procedures, they did so predominantly to minimize browning with almost no mention of antimicrobial benefits. Drying temperature information was missing in 41% of the videos and 35% of the cookbooks that we evaluated. Even when temperatures were mentioned, most were insufficient for pathogen reduction according to the recommendations of previous studies. These videos, blogs, and cookbooks commonly advocated subjective indicators instead of unit measurements when slicing apples and checking for doneness. Our findings reveal the need for drastic improvements in food safety information dissemination to home apple-dryers and recipe developers. Full article

(This article belongs to the Special Issue Exploring the Rise of Alternative Foods: A Consumer Behavior Perspective)

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15 pages, 297 KiB

Open AccessArticle

Does Consumers’ Cultural Background Affect How They Perceive and Engage in Food Sustainability? A Cross-Cultural Study

by Julieth Lizcano-Prada, Marcela Maestre-Matos, Francisco J. Mesias, Olda Lami, Handan Giray, Celile Özçiçek Dölekoğlu, Abdou Gafarou Abdoulaye Bamoi and Federico Martínez-Carrasco

Foods 2024, 13(2), 311; https://doi.org/10.3390/foods13020311 - 18 Jan 2024

Cited by 2 | Viewed by 2905

Abstract

Motivated by the evolving global food landscape and its detrimental impacts on society, the environment, and health, this research aims to understand consumer perceptions, preferences and involvement regarding sustainable food products and consumption practices. To this aim, three countries were chosen for their distinct economic, cultural, and demographic differences (Spain, Türkiye, and Colombia), enabling an exploration of how these factors influence sustainability perceptions. The results show high levels of awareness, knowledge, consumption, and willingness to switch to more sustainable habits, although differences between countries were also found (price sensitivity in Spain and demand for information regarding sustainable food in Colombia). In addition, a group of consumers has been identified that is influenced by health, shows positive behaviours and perceptions towards sustainable food, and is not price sensitive. The study is significant, as it addresses the information gap between consumers, producers, and policymakers regarding sustainable food awareness. It seeks to provide insights into cultural influences on sustainability perceptions and aims to assist in developing educational programs and policies to promote sustainable consumption. Full article

(This article belongs to the Special Issue Exploring the Rise of Alternative Foods: A Consumer Behavior Perspective)

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24 pages, 1449 KiB

Open AccessArticle

Effects of Multi-Level Eco-Labels on the Product Evaluation of Meat and Meat Alternatives—A Discrete Choice Experiment

by Anna Kolber and Oliver Meixner

Foods 2023, 12(15), 2941; https://doi.org/10.3390/foods12152941 - 3 Aug 2023

Cited by 1 | Viewed by 3798

Abstract

Eco-labels are an instrument for enabling informed food choices and supporting a demand-sided change towards an urgently needed sustainable food system. Lately, novel eco-labels that depict a product’s environmental life cycle assessment on a multi-level scale are being tested across Europe’s retailers. This study elicits consumers’ preferences and willingness to pay (WTP) for a multi-level eco-label. A Discrete Choice Experiment was conducted; a representative sample (n = 536) for the Austrian population was targeted via an online survey. Individual partworth utilities were estimated by means of the Hierarchical Bayes. The results show higher WTP for a positively evaluated multi-level label, revealing consumers’ perceived benefits of colorful multi-level labels over binary black-and-white designs. Even a negatively evaluated multi-level label was associated with a higher WTP compared to one with no label, pointing towards the limited effectiveness of eco-labels. Respondents’ preferences for eco-labels were independent from their subjective eco-label knowledge, health consciousness, and environmental concern. The attribute “protein source” was most important, and preference for an animal-based protein source (beef) was strongly correlated with consumers’ meat attachment, implying that a shift towards more sustainable protein sources is challenging, and sustainability labels have only a small impact on the meat product choice of average consumers. Full article

(This article belongs to the Special Issue Exploring the Rise of Alternative Foods: A Consumer Behavior Perspective)

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13 pages, 1312 KiB

Open AccessArticle

Exploring Consumer Perceptions and Changing Consumption Patterns for Smoked Paprika: Implications for Traditional Food Products in Spain

by Olda Lami, Celia Sama-Berrocal, Alberto Martín, Francisco J. Mesías and Rocío Velázquez

Foods 2023, 12(14), 2808; https://doi.org/10.3390/foods12142808 - 24 Jul 2023

Viewed by 1537

Abstract

Changes in the level of income of the population and a reduction in time availability are shifting food consumption from traditional to more convenient food products. The production of traditional food has a significantly positive impact on the territory, as it contributes to preserving cultural traditions and identity and supports rural development and resilience, thus becoming essential for the survival of rural areas. Within traditional food products, spices are among the most usual ingredients in traditional cuisine, extensively used to add flavour and colour to dishes. However, spices in general and paprika in particular—one of the most typical spices in the Spanish cuisine and the subject of this paper—have been rarely the subject of scientific studies. The purpose of this study is to analyse consumers’ perceptions towards paprika and determine the level of its consumption. For this purpose, a survey was conducted on a representative sample of Spanish consumers. The findings indicated that the average consumption of paprika was 154.5 gr/person per year. Although the general consumers’ perceptions toward this spice were generally positive, they proved to be less positive amongst young people and inhabitants of large cities, whose consumption of the spice was also lower. Additionally, the Pimentón de La Vera PDO paprika was the most popular version of paprika, being mentioned by all the participants. The findings from this study confirm the change in food consumption patterns. Full article

(This article belongs to the Special Issue Exploring the Rise of Alternative Foods: A Consumer Behavior Perspective)

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Review

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19 pages, 1325 KiB

Open AccessReview

Consumer Response to Novel Foods: A Review of Behavioral Barriers and Drivers

by Cihat Günden, Pelin Atakan, Murat Yercan, Konstadinos Mattas and Marija Knez

Foods 2024, 13(13), 2051; https://doi.org/10.3390/foods13132051 - 27 Jun 2024

Cited by 1 | Viewed by 2829

Abstract

There is a pressing need for a transition toward more sustainable diets, which has become a shared priority for both consumers and businesses. Innovation is becoming increasingly widespread across all facets of the food supply chain. This innovation spans various domains related to production, including sustainable cultivation methods as well as new food technologies like gene editing, new product development like functional foods, and revitalizing underutilized and genetically diverse varieties to preserve biodiversity. However, not all innovative efforts are accepted by consumers and survive in markets. The interwoven and long agri-food supply chains often obscure the feedback loop between production and consumption. Consequently, it is important to understand to what extent consumers embrace these food innovations and form new eating habits. This review aims to investigate the consumer response to novel foods, focusing on behavioral factors, which have yet to receive as much attention as sensory factors. Peer-reviewed empirical articles from the last decade are examined inductively to develop a bird’s-eye view of the behavioral barriers to and drivers of consumer acceptance of novel foods. In addition, strategies to overcome the identified challenges associated with the behavioral barriers are reviewed and examined. Based on this, the study links cognitive biases with behavioral factors influencing consumer acceptance of novel foods. This study concludes that the inconvenience associated with abandoning established eating habits is typically perceived as a loss, and avoiding this inconvenience is deemed more worth the risk than the potential gains associated with novel food consumption. This study suggests that framing and placing pro-diversity labels could serve as effective behavioral interventions for marketing strategists and food policymakers. Full article

(This article belongs to the Special Issue Exploring the Rise of Alternative Foods: A Consumer Behavior Perspective)

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