6533b851fe1ef96bd12a89cb

RESEARCH PRODUCT

IDOSUSCON: IDentifying and understanding Obstacles to SUStainable food CONsumption with meat substitutes as a case study

subject

description

Background: The food industry is a major contributor to greenhouse gas emissions: excessive meat consumption is associated with negative health outcomes and a disproportionately high environmental impact. To achieve more sustainable food consumption, consumers must reduce their meat consumption in favour of plant-based alternatives. In recent years, the steady increase of meat consumption in Sweden has subsided but given the 50 years of unprecedented increase in meat consumption prior, this is not enough. The main objective of IDOSUSCON was to obtain knowledge on how to increase the consumption of meat-free alternatives, with meat substitutes as a case study. Meat substitutes represent one of several plant-based alternatives available to consumers, and the European market for these products has grown dramatically in recent years. However, their role and effectiveness in facilitating meat reduction is not yet fully understood. Using a transdisciplinary approach covering psychology, behavioural economics, and sensory & consumer science we present a more holistic understanding of the obstacles faced by consumers when confronted with reducing their meat consumption and replacing meat with products such as meat substitutes.