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This study identifies new factors influencing the adoption of two recently promoted messages in Canada's updated food guide (FG): enhancing pleasure of eating healthy foods (PEHFs) and shifting food choices towards plant protein foods. Currently, limited and contradictory evidence is available regarding associations between environmental values, nutrition literacy, PEHFs, and plant/animal protein food consumption.

An online survey measuring environmental values; nutrition literacy, distinctively based on previous (2007) and most recent (2019) FG messages; PEHFs; and annual changes in the consumption of protein foods was sent to Quebec residents (N = 128).

Greater nutrition literacy of both 2007 and 2019 FGs and greater environmental values were associated with greater PEHFs (ß = 0.248, p < 0.01; ß = 0.209, p < 0.05; ß = 0.423, p < 0.001, respectively). Greater PEHFs was associated with greater consumption of plant protein foods (ß = 0.405, p < 0.001). Greater nutrition literacy of the 2007 FG was associated with greater consumption of animal protein foods (ß = 0.409, p < 0.001), whereas greater nutrition literacy of the 2019 FG was linked to lower consumption of animal protein foods (ß = −0.225, p < 0.05).

Enhancing PEHFs may require increasing general FG nutrition literacy and strengthening environmental values. To encourage plant protein food consumption and decrease animal protein food consumption, the authors recommend promoting PEHFs and increasing nutrition literacy based on newest FG recommendations.

This new evidence may help develop strategies promoting PEHFs and plant protein food consumption, thus increasing uptake of new FG recommendations.

The purpose of this study is to understand the effects of self-risk perception and health consciousness on the intention to purchase organic food. The study also explored external factors, such as social networking, culture and their impact on attitude, self-risk perception and purchasing organic food.

This study uses a quantitative research method to collect data from New Zealand and Fiji (N = 701). The data analysis used the partial least squares path modeling technique (PLS-PM) to test the proposed model.

The empirical results revealed that self-risk perception positively influenced organic food intention. The results show that the health consciousness level strengthens the relationship between self-risk perception, beliefs, values and purchase intention. The health consciousness level dampens the relationship between social networking and purchase intention.

The findings of this study provide valuable insights into the guidance and promotion of Fijian and New Zealand's organic food industry. This study enables marketers to develop health-related promotional tactics to stimulate organic food sales. It gauges organic food promoters to use social media-oriented consumer networking to spread health awareness swiftly.

This comprehensive study extends the literature by scrutinizing the profundity of self-risk perception and health consciousness in influencing and explaining consumers' purchase intentions. Aside from ample growth in the study of organic food purchase intention, which commonly replicates simple relationships, this study ascertains deeper meaning and new relationships to understand the moderating role of health consciousness levels in organic food studies, expanding the theory of planned behavior.

This study aims to explore the phenomenon of visceral food pleasure, described as a unitary experience that, after an initial sense of pleasure and relief generated by the satisfaction of eating impulses, is followed by negative feelings – such as guilt and worry – linked to the consumption of hedonic or unhealthy foods.

An exploratory approach has been adopted. In particular, the critical incident technique among 87 individuals has been used to extract insights about visceral food pleasure.

Contrary to previous research results, this study shows that viscearl food pleasure is not a unitary phenomenon, identifying four types of different facets, two of which have a negative valence in terms of felt emotions post-consumption and psychological well-being (i.e. the “greedy” and the “maladaptive” experiences). More importantly, the other two facets are associated with positive consequences in terms of emotions felt post-consumption and perceived psychological well-being (i.e. the “social” and the “fair sin” experiences).

Companies that provide food experiences can prime meanings that influence consumers’ perceptions of the episode to elicit positive emotions post-consumption and psychological well-being.

Promoting a more holistic view of food consumption and psychological well-being can free consumers from negative emotions during food consumption episodes. Priming a particular meaning can be a way to do that. However, as visceral experience can still lead to health issues, this must be combined with an education process that makes consumers aware of their food habits.

This research challenges the idea that visceral food experiences are always negative. Indeed, when associated with particular meanings (i.e. social and reward), they have a positive valence post-consumption.

Adequate vegetable consumption is fundamental to a healthy balanced diet; however, global compliance with recommendations is poor which is particularly important for young adults as they form food consumption habits. There is a growing interest in the circular economy of hospitality and sustainability of current dietary patterns in light of climate change and an expanding global population. The food value chain needs to be considered both vertically and horizontally where the research and development (R&D) investment is optimised by being “joined up” and not fragmentary; in addition, consumer trade-offs of health vs for example sensory appeal are taken into consideration. The purpose of this study was to identify factors predicting acceptance of vegetable dishes by young adults and present a roadmap that can be used for dish development and healthful marketing.

This study used the health belief model (HBM) as framework to investigate key factors that encourage vegetable intake by young adults using an online questionnaire sample of 444 enrolled in undergraduate programs at universities in Brazil.

Structural modelling showed that vegetable consumption frequency was positively influenced by Health concerns, Naturalness and Self-efficacy (including cooking skills), whereas Sensory factors and Familiarity demonstrated a negative loading that might be related to unpleasantness.

Globally, there is a strong need to promote the consumption of vegetables as a public health policy priority but also to ameliorate barriers to action that could be facilitated by availability, dish development and healthful marketing in hospitality operations.

This article aims to investigate the role of socioeconomic factors and individual time preferences in the demand for fast-food in Russia. An individual discount rate shows the ability of a person to postpone utility from consumption to future periods.

An individual discount rate is measured through a hypothetical money experiment. The database is the special survey of the Levada analytical center conducted in 2017. Multivariate probit model enables the authors to consider the possible endogeneity of individual discount rate and reveal the relationship between socioeconomic factors and frequent fast-food consumption.

Results show that a higher individual discount rate is related to frequent consumption of fast-food. At the same time, there are factors that provoke both a higher individual discount rate and the refusal of frequent consumption of fast-food. Findings advise the prioritization of measures highlighting the short-term benefits of healthy eating and the short-term costs of avoiding it.

To the authors' knowledge, this article is the first one which presents comprehensive investigation of microeconomic factors of fast-food consumption in Russia including individual time preferences of consumers.

This study aims to assess nutrition knowledge (NK) and willingness to seek nutritional counseling (WSNC) and their predictors among university students in Lebanon.

A cross-sectional design was used to enroll students from two large private universities in Lebanon. Data were collected by a standardized questionnaire. NK scores on general and specific nutrition areas were computed. The predictors of NK and WSNC were determined by multivariable logistic regression analyses.

A total of 370 students were included, among which 68% had good general nutritional knowledge, which appears to be associated with being a pharmacy student (adjusted OR (aOR) = 4.26 [95% confidence interval (CI) 1.55; 11.7]), and having a dietitian as a reference for nutritional information (aOR = 8.84 [95% CI 1.94; 40.3]). However, 64% of participants had a high specific nutritional knowledge score, which was related to either attending a school of arts and sciences or being a pharmacy student (aOR = 10.8 [95% CI 4.08; 28.5]). Most students (80%) had the will to seek nutritional counseling, which was positively associated with being a female (aOR = 2.01 [95% CI 1.10; 3.67]) and a pharmacy student (aOR = 2.62 [95% CI 1.15; 5.95]). The general nutritional knowledge score was significantly associated with the WSNC (aOR = 2.10 [95% CI 1.04; 4.25]).

Higher nutritional knowledge and WSNC were found among students enrolled in health-related fields. These results underline how important nutrition education is as a strategy for inspiring college students to adopt healthy lifestyles.

Successful commercialization is crucial to innovative firms, but further investigation is needed on how diverse stakeholders can contribute to the commercialization of a radical innovation that requires particular market creation support. This paper aims to, therefore, analyze the key stakeholders and their contributive activities in commercialization and market creation, particularly in the case of radical innovations.

This study relies on qualitative research design including interviews with key stakeholders, such as regulators, scientists, experts, licensing partners, core company representatives and extensive secondary data. This single-case study concerns a functional food product, which is a radical innovation requiring the development of a novel product category positioned between the food and medicine categories in global market settings. Since its market launch in 1995, the involvement of multiple stakeholders was needed for its successful commercialization in over 30 countries.

Results uncover the contributions of diverse stakeholders to commercialization and market creation, particularly of radical innovation. Stakeholders performed market creation activities such as regulating the marketing and labeling of food products, conducting safety assessments, revealing and validating the positive health effects of the novelty and raising awareness of healthy living and cardiovascular health. The commercialization activities included distributing the products overseas, applying the ingredient to different food products and making the products available for users.

This single-case study provides an overview of the positive stakeholder activities with contributions to market creation and commercialization of functional food innovations. Although the user perspective was not included in the empirical part of this study because of our focus on B2B actors, users of the innovation can contribute to R&D activities to a great extent.

The developed framework of stakeholders’ contributive activities in radical innovation commercialization and market creation contributes to literature discussing market creation as well as commercialization within the marketing and innovation management research fields. This work also generates practical advice for managers who commercialize (radical) innovations.

University students are a unique population with great potential to adopt eating habits that promote positive human and planetary health outcomes. The purpose of this study is to illustrate the current perceptions of sustainable eating behaviours among the students and to examine the determinants of sustainable eating behaviours.

Data were collected from December 2020 to May 2021 through focus group discussions among university students in Ontario, facilitated through synchronous online sessions. There were 21 student participants during the course of five focus group sessions (4–5 participants per session) from various departments within the university. The discussions were transcribed and analyzed for main themes and concepts using open coding; deductive coding based on the framework by Deliens et al. as well as the literature; and inductive coding for emerging themes.

The students had different perceptions about what constituted sustainable eating behaviours, some of which were not based on fact. A variety of individual, environmental (macro, micro and social) and university characteristics were mentioned as factors influencing sustainable food choices, with “food literacy” and “campus food” being the top two factors.

This study presents a novel and holistic overview of how sustainable eating behaviours and sustainable foods are perceived among university students and identifies the perceived determinants of adopting sustainable eating behaviours. This study helps with identifying opportunities to promote sustainable eating behaviours among university students and the design/implementation of informed interventions and policies aimed at improving eating behaviours.