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This study investigates the role of dietary lifestyles and household dynamics in shaping European adults' plant-based food purchase intentions. We first obtained cross-cultural data encompassing 6067 participants, balanced for age and gender from ten European countries. We then classified the respondents based on their self-reported dietary lifestyles (omnivores and non-omnivores). We also grouped the participants based on the dietary lifestyles of the members of their households, whether the respondents were living with omnivores or non-omnivores. We then asked the participants to what extent they would like to purchase plant-based food in the future, from a list of various plant-based food types. To determine pertinent associations between dietary lifestyles and household type, we utilized chi-square association tests. Afterwards, we identified any significant differences across respondent groups in terms of plant-based food purchase intentions through the ANOVA procedure. Our findings revealed that in heterogenous households (households with different dietary lifestyles), the presence of a non-omnivore individual in the household was associated with higher plant-based food purchase intentions of the omnivore respondents. Further, the number of individuals with alternative diets in the household did not have any additive effect towards consumers' purchase intention. Our study thus underscores the role of household composition on shaping dietary choices and highlights the potential for households with non-omnivores to drive shifts towards plant-based food consumption. Finally, this study suggests that focusing on the relationships among heterogeneous households (and not only on the number of cohabitants with varying dietary lifestyles) can promote plant-based consumption and meat reduction behaviors.

Sustainable diets have been forwarded as initiatives to mitigate the impact of current food consumption towards health and the environment. For instance, adopting a flexitarian diet and reducing the consumption of animal-sourced food (ASF) are said to help limit the rate of food system greenhouse gas emissions. However, much remains to be explored on how individuals associate themselves with alternative diets. In filling this gap, self-declared omnivores and flexitarians from ten European countries (N = 5870) were surveyed to determine how they identify with a particular diet, considering their food preferences and consumption frequency of ASF and ASF substitutes. The analysis of the data revealed that flexitarians seemed to consume more plant-based alternatives than omnivores, yet their consumption of ASF remained comparable. A series of segmentation analyses likewise revealed that some individuals (N = 563, 34.2%) reporting as flexitarians seemed to behave similarly to conventional omnivores and conversely, some omnivores (N = 1202, 28.5%) behaved similarly to conventional flexitarians in terms of food consumption frequencies. Moreover, significant associations with consuming plant-based food were found when considering the current readiness level of the respondent to transform diets. Taken together, the findings of this study show that identifying with a particular dietary lifestyle is contingent on how individuals set personal thresholds to qualify for a particular diet, thereby providing implications to the way nutritional guidelines frame and define recommendations for dietary intake.

Shifting to dietary patterns rich in plants and low in animal-source foods could substantially lower emissions from the food sector while reducing the global burden of non-communicable diseases. The EAT–Lancet Commission proposed the planetary health diet (PHD) to emphasise plant-forward diets and set global targets to guide an urgently needed food-system transformation. However, the PHD's meat-reduction approach has attracted criticism and prompted debate on the potential micronutrient shortfalls of the plant-forward dietary approach. Since the planet simply cannot sustain human diets defaulting towards animal-based solutions, the objective of this Viewpoint is to provide recommendations that address the shortfalls of the PHD, with an emphasis on plant-based sourcing of food. Using a socioecological approach, along with an Integrative Sustainability Framework to evaluate dietary guidelines, in this Viewpoint we recommend seven key thematic areas for further development of the PHD. These themes relate to the bioavailability of micronutrients from plant-based foods, the inclusion of indigenous foods and practices, fortification and supplementation, cultural inclusiveness, and gender-based differences, a broader perspective on processed foods, and strengthening the concept by integrating the One Health approach.

This study aims to explore the significant factors driving food consumption through three e-commerce modes: Business-to-Consumer, Online-to-Offline Food Delivery Service, and Click & Collect in developed Western 98countries. A total of 1,461 samples were collected through online surveys in New Zealand, the United Kingdom, and Denmark. Descriptive analysis and ordered logistic regression were employed for data analyses. Overall, consumers’ food consumption frequencies with e-commerce were found to be significantly influenced by several socio-demographics, e-commerce food choice motives, innovation-adoption characteristics and e-service quality attributes.

Background: Social media (SM) have become the integral part of consumers’ daily life, prompting multidisciplinary research on their link with human behaviors, including food attitude and consumption. However, the precise role of SM in shaping food consumer behavior remains partially explored.

Scope and approach: This review adopts a systematic literature approach, focusing on the methodological and outcome characteristics. Applying PRISMA guidelines, 377 studies were identified and categorized into three SM functions: Tool, Determinant, and Source. Tool studies involved active SM use for research, while Determinant studies measured SM-related variables' impact on outcomes, and Source studies involved data extraction and analysis from SM. This review traces the growth of studies over time, highlighting the study characteristics focusing on the methodology, and the scope of the findings per function.

Key findings and conclusion: Data collection methods differed across functions: Source studies relying on user-generated content (UGC) via data mining, other functions mostly employed surveys targeted to participants. Notable platforms include Facebook (Tool) and Twitter (Source), with cross-sectional designs being prevalent. Tool and Determinant studies linked SM with food intention and behavior, Source studies delved into categorization and exploration of UGC and consumers’ sentiments related to food. In both the Tool and Determinant functions, most studies demonstrated the influence of SM on outcome measures. As each function has its own distinct characteristics, knowledge from all functions should be considered to gain comprehensive perspective regarding the relationship between SM and food consumer behavior.

Innovation-adoption characteristics encompass the perceived attributes that are associated with the pace atwhich consumers adopt innovations. This study investigates the impact of innovation-adoption characteristics onconsumers’ trust and purchase intentions of three categories of innovative alternative protein: cultured food,plant-based food, and insect-based food. Data was collected through web-based surveys conducted in NewZealand (n = 1019) and the United Kingdom (n = 1020). Data analysis involved factor analysis and structuralequation modeling. Consumers’ trust and purchase intentions of the three categories of innovative alternativeprotein were found to be significantly influenced by several or all of the following innovation-adoption characteristics:perceived subjective incentive, perceived complexity, perceived relative advantage, perceived risk,and trialability. When examining specific food products, consumers exhibited significantly higher levels of trustand intention to purchase plant-based food products, such as plant-based meat and plant-based milk, in comparisonto cultured food products, including cultured fresh meat, cultured processed meat, cultured seafood, andcell-based milk, as well as insect-based food. The study offers novel insights to the existing gap in understandingthe impact of innovation-adoption characteristics on consumer adoption of innovative alternative proteins. Thesefindings have the potential to assist stakeholders in the food industry in formulating effective promotionalstrategies for such products.

Plant-based food alternatives have increased in popularity, particularly plant-based meat alternatives, while plant-based cheese alternatives less so. However, their acceptance remains low in Europe. Food choice motives (FCM) and trust towards alternative proteins may contribute to purchasing plant-based food alternatives, while other FCM and barriers can hinder this. The present study aimed to investigate whether FCM focused on “Environment & ethics” and “Intrinsic product quality” are associated with behavioural intentions towards plant-based meat and cheese alternatives, and specifically investigating the mediating role of perceived barriers to plant-based food consumption and trust towards plant-based alternative proteins. A survey was conducted in 10 European countries (AT, DE, DK, ES, FR, IT, NL, PL, RO, UK) with quotas on age and gender (N = 7588). Partial Least Squares Structural Equation Modelling (PLS-SEM) was used to determine factors associated with behavioural intentions towards plant-based meat and cheese alternatives. Results showed that “environmental & ethical” motives are positively associated with intentions to consume plant-based alternatives to meat (in 6/10 countries) and cheese (in 8/10 countries). “Intrinsic product quality” motives were not directly associated with behavioural intentions towards plant-based meat alternatives. However, country differences were observed for effects of “Intrinsic product quality”. Perceived barriers to plant-based food consumption and trust towards plant-based alternative proteins play a significant mediating role among all 10 countries. The implications are that environmental and ethical motivations could contribute to effectively promoting plant-based alternatives to meat and dairy. High sensory quality for plant-based meat and cheese alternatives is needed to build trust.

The environmental challenges associated with meat production and consumption have driven the rise of new plant-based (PB) meats. However, PB meat consumption among Europeans remains low. One of the main barriers to the consumption of PB foods is the consumers' need for information. Social media (SM) can help rapidly disseminate a wide range of information. Yet, misinformation in these channels raises concerns about consumers’ trust. Therefore, this study examined whether involvement in SM mediates the relationship between beliefs, attitudes and intentions towards reducing meat consumption and PB meat behavioral intentions, particularly for omnivores and flexitarians. Data were collected from 10 European countries (n = 6869). Two SM-related factors, namely the likelihood of using SM to find information about PB foods and trust in information about PB foods from SM were designated as mediators. At least 30 % of the respondents were more likely to use and trust information on PB food from SM. The mediation analyses revealed significant partial mediation (p < 0.001) with respect to the direct effect between beliefs, attitudes and intentions towards meat reduction and the indirect effects of the mediators on PB meat behavioral intentions. This study builds upon how SM shape the behavioral intentions towards PB meat consumption and the meat reducing attitudes of Europeans. The results also provide evidence on how SM can promote European consumers' behavioral intentions for PB meat.

Since the beginning of the 21st century, interest in vegan diets has been rapidly increasing in most countries. Misconceptions about vegan diets are widespread among the general population and health professionals. Vegan diets can be health-promoting and may offer certain important advantages compared to typical Western (and other mainstream) eating patterns. However, adequate dietary sources/supplements of nutrients of focus specific to vegan diets should be identified and communicated. Without supplements/fortified foods, severe vitamin B12 deficiency may occur. Other potential nutrients of focus are calcium, vitamin D, iodine, omega-3 fatty acids, iron, zinc, selenium, vitamin A, and protein. Ensuring adequate nutrient status is particularly important during pregnancy, lactation, infancy, and childhood. Health professionals are often expected to be able to provide advice on the topic of vegan nutrition, but a precise and practical vegan nutrition guide for health professionals is lacking. Consequently, it is important and urgent to provide such a set of dietary recommendations. It is the aim of this article to provide vegan nutrition guidelines, based on current evidence, which can easily be communicated to vegan patients/clients, with the goal of ensuring adequate nutrient status in vegans.

Background:  Altering the choice architecture of decision contexts can assist behaviour change, but the acceptability of this approach has sparked debate. Considering hypothetical interventions, people generally welcome the approach for promoting health, but little evidence exists on acceptance in the real world. Furthermore, research has yet to explore the implementers’ perspective, acknowledging the multidimensionality of the acceptability construct. Addressing these knowledge gaps, this study evaluated the acceptability of a quasi-experimental implementation-effectiveness trial that modified the worksite choice architecture for healthy eating and daily physical activity.

Methods: Fifty-three worksites participated in the 12-month intervention and implemented altogether 23 choice architecture strategies (Mdn 3/site), including point-of-choice prompts and changes to choice availability or accessibility. Retrospective acceptability evaluation built on deductive qualitative content analysis of implementer interviews (n = 65) and quantitative analysis of an employee questionnaire (n = 1124). Qualitative analysis examined implementers’ thoughts and observations of the intervention and its implementation, considering six domains of the Theoretical Framework of Acceptability: ethicality, affective attitude, burden, intervention coherence, opportunity costs, and perceived effectiveness. Quantitative analysis examined employees’ acceptance (7-point Likert scale) of eight specific intervention strategies using Friedman test and mixed-effects logistic regression.

Results: Implementers considered the choice architecture approach ethical for workplace health promotion, reported mostly positive affective attitudes to and little burden because of the intervention. Intervention coherence supported acceptance through increased interest in implementation, whereas low perceived utility and high intensity of implementation reduced cost acceptance. Perceived effectiveness was mixed and varied along factors related to the implementer, social/physical work environment, employer, and employee. Employees showed overall high acceptance of evaluated strategies (Mdn 7, IQR 6.4–7), though strategies replacing unhealthy foods with healthier alternatives appeared less supported than providing information or enhancing healthy option availability or accessibility (p-values < 0.02). Greater proportion of male employees per site predicted lower overall acceptance (OR 4.4, 95% CI 1.2–16.5).

Conclusions: Work communities appear to approve workplace choice architecture interventions for healthy eating and physical activity, but numerous factors influence acceptance and warrant consideration in future interventions. The study contributes with a theory-based, multidimensional evaluation that considered the perspectives of implementers and influenced individuals across heterogeneous real-world settings.