Environmentally friendly proteins

A recent study in the Netherlands sought to discover the motivational differences in food orientation and choice made from environmentally friendly proteins such as lentils, insects, seaweed or ‘hybrid’ meat.

The Food Choice Motives (FCMs) questionnaire was used in a survey of a sample from the general population to examine which environmentally friendly proteins would be most popular. The results found that, while there is room for a change of diet towards more environmentally friendly options, insects are not likely to be widely accepted.

There were some important differences between consumers’ preferences depending on their level and direction of involvement with food. The study identified some ‘trendsetters’ who like authentic sources of protein such as lentils and seaweed, but who would be less likely to select a hybrid meat product. Lowly involved consumers would be more likely to accept a hybrid meat product.