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The purpose of this paper is to explore consumer perceptions of more sustainable protein alternatives to conventional meat.

A mixed method design of interviews and an online survey identified key drivers and barriers to the consumption of laboratory-grown meat, edible insects and plant-based meat substitutes, with meat attachment accounted for in analyses. Differences between personal preference and perceptions of alternative proteins’ role in addressing global environmental concerns were also explored.

Findings indicated that plant-based substitutes were favoured for personal consumption for moral and ethical reasons and edible insects were least favoured due to aversion. Meat attachment was significantly associated with personal willingness to consume alternative proteins in each of the three cases. Results challenged previous research that had proposed that when considering the effectiveness of certain alternatives in addressing global environmental issues, people may advocate them but not want to consume them personally. Results imply that the congruity of these perceptions is more complex.

Avenues for future research, including applications for exploring tailored marketing are suggested based on the preliminary findings of this study.

This study asked consumers to consider three alternative proteins alongside one another for the first time, exploring how meat attachment is associated with perceptions and quantifying the congruity of consumers’ personal perceptions and global perceptions of these alternative proteins.

The purpose of this study is to propose a matrix framework to understand the interdependencies of domains and scales of protein transition towards diets based on plants and alternative sources of proteins.

The abductive research approach is used in building the framework, and the proposed framework is illustrated using the regional food system in Central Finland as an example. Focus groups and interviews were used to collect qualitative data from 28 respondents.

This study provides a framework for protein transition, with five domains and five scale levels. Interactions between public and private governance activities at different scales, domains and governed niche and regime levels are discussed. The study shows how micro-level activities at individual or community levels are linked with broader governance activities.

Due to the relatively narrowed set of empirical data, further research is required to test the framework in different regional and cultural settings.

This paper presents a practical illustration of the matrix framework, and considering this, the paper discusses the possible implications of matrix interdependencies for protein transition management.

This study proposes that understanding the coevolution of domains and scales, with the help of accurate policies and business models, can lead to effective protein transition.

This study fulfils an identified need to study protein transition in a broader frame, which highlights the structural activity interdependencies between different scale levels and domains.

Amidst compounding crises and increasing global population’s nutritional needs, food supply chains are called to address the “diet–environment–health” trilemma in a sustainable and resilient manner. However, food system stakeholders are reluctant to act upon established protein sources such as meat to avoid potential public and industry-driven repercussions. To this effect, this study aims to understand the meat supply chain (SC) through systems thinking and propose innovative interventions to break this “cycle of inertia”.

This research uses an interdisciplinary approach to investigate the meat supply network system. Data was gathered through a critical literature synthesis, domain-expert interviews and a focus group engagement to understand the system’s underlying structure and inspire innovative interventions for sustainability.

The analysis revealed that six main sub-systems dictate the “cycle of inertia” in the meat food SC system, namely: (i) cultural, (ii) social, (iii) institutional, (iv) economic, (v) value chain and (vi) environmental. The Internet of Things and innovative strategies help promote sustainability and resilience across all the sub-systems.

The study findings demystify the structure of the meat food SC system and unveil the root causes of the “cycle of inertia” to suggest pertinent, innovative intervention strategies.

This research contributes to the SC management field by capitalising on interdisciplinary scientific evidence to address a food system challenge with significant socioeconomic and environmental implications.

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.

After working on the assignment questions, the learners can achieve the following learning outcomes: understand the buying behavior towards sustainable products in the context of mindful consumption and product characteristics, appraise the market segmentation and positioning strategy of a sustainable business, understand the application of 5C’s framework for a sustainable business and critically evaluate a new sustainable business’s challenges in the emerging business environment.

Dr Joe Fenn, founder and director of PFoods, with extensive experience in the pharma industry overseas, observed a decline in the consumption of traditional dairy foods. Alternative plant foods come as a savior to people who are lactose intolerant and offer a host of health benefits with low environmental impact. Riding on the waves of veganism and sustainable foods, he saw an opportunity in India. PFoods developed and launched two products, namely, Just Plants (plant-based milk alternative) and Plotein (plant-based protein alternative), in collaboration with scientists at the Indian Institute of Science, a premier scientific institution in India, and PMEDS (PreEmptive Meds), a US-based nutraceutical Company. PFoods launched and pilot-tested Just Plant, a dairy alternative substitute for milk in select reputed organizations in Bangalore. The upcoming challenges for Fenn would be to select the right segment, educate the market and position the product that would resonate well with the target customers.

The case study suits undergraduate and graduate courses such as marketing management, sustainable marketing and sustainable business. The case study can also be used in entrepreneurship management and entrepreneurial marketing courses to introduce the challenges of a sustainable startup. The case study highlights the marketing challenges faced by the disruptive and growing plant-based foods or alternative dairy industry in emerging markets.

Teaching notes are available for educators only.

CSS 8: Marketing.

In this chapter, a situation analysis was made on the use of technology in gastronomy, an ever-growing and exciting research area. The use of technology is essential in food production processes as well as in all sectors, and accordingly, the number of research on the subject has increased in recent years. Therefore, in the study, information is also given about trend applications today in addition to the use of technology in gastronomy. It is aimed to present the studies conducted by different disciplines together, to reveal the current situation in the light of the studies carried out on a national and international scale and to support possible future studies.

The use of Spirulina sp. in food is limited by its bitter flavour and low absorption in the gastrointestinal system. The purpose of this study is to develop encapsulated Spirulina-alginate beads and to determine the physicochemical properties, the release efficiency in the simulated gastrointestinal fluid and the sensory acceptance of the beads when added into a rose syrup beverage.

Spirulina-alginate beads were prepared based on 3 × 3 factorial experiments consisting of three concentrations (1%, 2% and 3%) of plain sodium alginate and three concentrations (1, 3 and 5%) (w/v) of Spirulina. Encapsulated Spirulina-alginate beads were evaluated for their encapsulation effectiveness, size, texture, morphology, colour, in vitro release rate and sensory properties.

Sample H (3% sodium alginate + 1% Spirulina) had higher encapsulation efficiency (82.3%) but less protein (38.2 ppm) than Sample J (3% sodium alginate + 5% Spirulina) which produced more protein (126.4 ppm) but had lower encapsulation efficiency (54.5%). Alginate was the primary factor affecting bead size, and the texture became harder at 3% sodium alginate but softer at 5% Spirulina. As the concentration of Spirulina increased, the intensity of the green colour diminished. The encapsulated samples released test was better than the control samples, and Sample B (1% sodium alginate + 1% Spirulina) was preferred by the panellists in the sensory study.

This newly developed encapsulated Spirulina will improve the beverage acceptability, minimize the bitterness and increase the release percentage of Spirulina in simulated gastrointestinal.

Edible insects are increasingly recognized as great food resources of the future. Entomophagy, the practice of eating insects, has a predicted market by 2030 of nearly $8 billion. But this market could grow even more with the acceptance of insects as food by Western consumers, as an alternative to conventional protein sources. In this context, the authors aim to collect and analyze information about consumers' perception of insects as food in Brazil, through the word association task.

In total, 751 participants agreed to complete the word association task in relation to entomophagy through an online questionnaire. They had to write down the first five words or terms that came to their minds when they thought of eating insects.

Individual mentions were categorized according to their similarities and/or proximity. Based on this grouping the authors identified six dimensions, with emphasis on “hedonic attitudes and feelings”, “cultural aspects” and “exotic”. The study concludes that Brazilians see insect consumption as belonging to another culture, not Western.

Few studies have explored the association of words in relation to entomophagy, especially in Brazil. This article aims to fill this gap, using this methodology applied to the Brazilian public.

Climate change and global population growth are threatening the sustainability of hospitality food systems. Foodservice organizations are seeking an optimal solution for this problem. The United Nations Food and Agriculture Organization proposed edible insects as a solution, yet the “yuck” factor discourages consumers from actively endorsing this option. Thus, this study aims to find ways to increase consumer acceptance of edible insects.

A 2 (message framing: hedonic vs utilitarian) × 2 (celebrity endorsement: absence vs presence) × 2 (social support: low vs high) between-subjects factorial design experiment was conducted.

The significant three-way interaction effects show that when celebrity endorsement is absent, there is no difference in restaurant advocacy (RA) and experience satisfaction between utilitarian and hedonic message framing, regardless of low (vs high) social support. However, when celebrity endorsement is present and social support is not lacking, a hedonic (vs a utilitarian) message had more significant effects on dependent variables. Conversely, when celebrity-endorsed messages receive high social support, utilitarian (vs hedonic) messages had a more substantial effect on the outcome variables.

This study contributes to alternative protein and associated consumer psychology and hospitality marketing literature by introducing marketing strategies for edible insects. By demonstrating the three-way interaction effects of message framing, celebrity, endorsement and social support on RA and experience satisfaction, this study could demonstrate some boundary conditions to consider when applying celebrity endorsement strategies (e.g. message framing and social support). Also, by addressing the effects of social support, this study builds upon the lack of hospitality literature on online social support.