Increasing Readiness to Adopt Sustainable Diets: Does Asking About Alternative Protein Food Intake Changes Intention and Consumption Among Omnivores and Meat-Reducing Individuals
1
CARE-BEH. Center For Applied Research on Health Behavior and Health, SWPS University, Wrocław, Poland
Popul. Med. 2026;8(Supplement Supplement 1):A454
ABSTRACT
INTRODUCTION:
Nutritional choices based on traditional proteins (eggs, dairy, and meat) are unsustainable, as they are the main drivers of environmental degradation and climate change. In contrast, alternative protein foods (APFs) produced from plants and insects are generally associated with a lower environmental impact. This study examined intentions to buy and increase APF intake among individuals identifying as omnivores and those limiting meat consumption. We also investigated so-called ‘mere measurement’ effects, that is prompting intentions and APF intake, induced by asking participants about their beliefs and behaviors related to APF.
METHODS:
Adults from the general population were recruited in Poland (N=684; age range 18–85 years; 65.6% women). An omnivorous diet was reported by n=486 participants, while n=198 participants followed meat-reducing diet. At baseline and at a one-month follow-up, participants completed questionnaires assessing self-reported APF consumption and its psychosocial determinants. Primary outcomes included intentions (to buy, to eat) and the actual intake of insect-based and plant-based APF and intake of food based on traditional proteins.
RESULTS:
A significant Time×Diet interaction was observed for the consumption of food containing plant-based proteins, with an increase of intake of plant-based APF increasing over time among omnivores but not among those who followed meat-reducing diet. A significant main effect of time was observed for intentions to consume and willingness to buy insect-based alternative proteins, with small increases in both dietary groups. Additionally, there was a small decline over time in intake of traditional proteins. All observed mere measurement effects and time effects were small.
CONCLUSIONS:
These findings suggest small dietary shifts toward APF choices over time (and, potentially, a “mere measurement” effect) in both omnivorous participants and individuals already reducing meat intake. The results document an increased readiness towards adoption of more sustainable dietary patterns, including diverse non-traditional protein sources.
Nutritional choices based on traditional proteins (eggs, dairy, and meat) are unsustainable, as they are the main drivers of environmental degradation and climate change. In contrast, alternative protein foods (APFs) produced from plants and insects are generally associated with a lower environmental impact. This study examined intentions to buy and increase APF intake among individuals identifying as omnivores and those limiting meat consumption. We also investigated so-called ‘mere measurement’ effects, that is prompting intentions and APF intake, induced by asking participants about their beliefs and behaviors related to APF.
METHODS:
Adults from the general population were recruited in Poland (N=684; age range 18–85 years; 65.6% women). An omnivorous diet was reported by n=486 participants, while n=198 participants followed meat-reducing diet. At baseline and at a one-month follow-up, participants completed questionnaires assessing self-reported APF consumption and its psychosocial determinants. Primary outcomes included intentions (to buy, to eat) and the actual intake of insect-based and plant-based APF and intake of food based on traditional proteins.
RESULTS:
A significant Time×Diet interaction was observed for the consumption of food containing plant-based proteins, with an increase of intake of plant-based APF increasing over time among omnivores but not among those who followed meat-reducing diet. A significant main effect of time was observed for intentions to consume and willingness to buy insect-based alternative proteins, with small increases in both dietary groups. Additionally, there was a small decline over time in intake of traditional proteins. All observed mere measurement effects and time effects were small.
CONCLUSIONS:
These findings suggest small dietary shifts toward APF choices over time (and, potentially, a “mere measurement” effect) in both omnivorous participants and individuals already reducing meat intake. The results document an increased readiness towards adoption of more sustainable dietary patterns, including diverse non-traditional protein sources.
| eISSN: | 2654-1459 |
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