How consumers of meat-based and plant-based diets attend to scientific and commercial information sources: Eating motives, the need for cognition and ability to evaluate information

Annukka Vainio

doi:10.1016/j.appet.2019.03.017

Abstract

This study explores how consumers’ eating motives, need for cognition, and subjective ability to evaluate information were associated with the perceived influence of scientific and commercial information sources, and how these were associated with a self-reported consumption of red meat and plant-based alternatives. An online survey of a nationally representative sample of the 18- to 65-year-old adult population living in Finland (N = 1279) was analysed with structural equation modelling. The perceived influence of commercial sources was negatively associated, and the perceived influence of scientific sources positively associated with a plant-based diet. The health motive and subjective ability to evaluate information were positively associated with the perceived influence of scientific information sources and negatively associated with the perceived influence of commercial sources. The environmental motive was positively associated with commercial sources. The findings can be used for tailoring food-related communication to suit the motivations and information assessment capacities of different consumers. In particular, public authorities need to respond to the information needs of environmentally conscious consumers, increase public awareness of the environmental impacts of red meat, and train consumers to assess information quality.

Highlights

There is abundant scientific evidence of the negative impacts of diets based on red meat, and the positive impacts of plant-based diets on health and the environment (Cross et al, 2007; Rizkalla, Bellisle, & Slama, 2002; Steffen et al, 2015; Stehfest et al, 2009; World Cancer Research Fund, 2013)
This study focuses on the perceived influence of commercial and scientific information sources because they have been identified as important sources of food-related information in European countries (Holgado et al, 2000), and previous research has found an association between consumers’ use of commercial sources and unhealthy food choices, and the use of scientific sources and healthy food choices
The findings suggest that they do: the consumption of red meat was associated with commercial sources, and plant-based alternatives with scientific sources

Summary

Introduction

There is abundant scientific evidence of the negative impacts of diets based on red meat, and the positive impacts of plant-based diets on health and the environment (Cross et al, 2007; Rizkalla, Bellisle, & Slama, 2002; Steffen et al, 2015; Stehfest et al, 2009; World Cancer Research Fund, 2013). Multiple strategies have been used to influence consumers’ eating habits, such as policies, prices, information provision and attractive meat substitutes (Niva, Vainio, & Jallinoja, 2017). Among these strategies, information provision is important because knowledge is a necessary albeit insufficient requirement for making healthy and sustainable food choices (Peschel, Grebitus, Steiner, & Veeman, 2016; Verbeke, 2008). While some groups have adopted plant-based diets, others do not demonstrate willingness to reduce their consumption of red meat (Jallinoja, Niva, & Latvala, 2016; Vainio, Niva, Jallinoja, & Latvala, 2016; Verain, Dagevos, & Antonides, 2015)

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