Capabilities and Opportunities of Flexitarians to Become Food Innovators for a Healthy Planet: Two Explorative Studies

Siet J Sijtsema,Mariët Van Haaster De Winter,Hans Dagevos,Harriëtte M Snoek,Ghalia Nassar

doi:10.3390/su132011135

Siet J Sijtsema, Mariët Van Haaster De Winter + Show 3 more

Open Access

https://doi.org/10.3390/su132011135

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Journal: Sustainability	Publication Date: Oct 9, 2021
Citations: 24	License type: CC BY 4.0

Affiliation: Wageningen University & Research

Abstract

To support the transition to a more plant-based diet, it is necessary to better understand flexitarians, i.e., individuals who curtail their meat intake by abstaining from eating meat occasionally without fully abandoning meat. Much of the research about eating (less) meat thus far has focused on motivations. However, a dietary shift toward less meat consumption also demands that capabilities and opportunities be taken into account. The present study explores the capability and opportunity variables in terms of enablers and barriers to reduced meat consumption. Focus group discussions (Study 1) and a survey study (Study 2) were conducted. Study 1 provides an overview of what food consumers perceive as capabilities and opportunities in the context of limiting meat consumption. Study 2 quantifies the aspects of capabilities and opportunities with a special focus on enabling and constraining aspects regarding plant-based meat substitutes. Both studies examine what Dutch flexitarians designate as capabilities and opportunities in transitioning to eating less meat in everyday life. More insight into this helps to find and facilitate food choices that make the flexitarian choice an easier and more obvious one and consequently contribute to flexitarians as food innovators for a healthy planet.

Highlights

It has become abundantly clear over the past few decades that contemporary meat production levels and meat consumption habits are related to pressing environmental issues, human health problems, animal welfare issues, and global food insecurity
Research has consistently found that environmental sustainability motives, health reasons, and animal welfare concerns are important to Western consumers in the context of meat reduction, in practice, it appears to be difficult to act
In Study 2, we showed that higher meat-substitute consumption and lower meat consumption frequency were related to enabling capabilities and opportunities

Summary

Introduction

It has become abundantly clear over the past few decades that contemporary meat production levels and meat consumption habits are related to pressing environmental issues, human health problems, animal welfare issues, and global food insecurity. Research has consistently found that environmental sustainability motives, health reasons, and animal welfare concerns are important to Western consumers in the context of meat reduction, in practice, it appears to be difficult to act From this perspective, a recent suggestion by Graça et al [1] proved relevant and inspirational to the present study. Focus group discussions have focused on how contemporary food consumers are practicing their actual “flexitarian behavior”, which hurdles they encounter, and how able they perceive themselves to be to execute this behavior In doing so, this exploratory qualitative research intends to obtain a better impression of aspects that help or hinder flexitarians of today in performing their meat-reducing behavior. Study 2 investigates the substitute consumption behavior of Dutch flexitarians and the motives behind their meat substitute choices

Methods

Results

Conclusion