Abstract This study explores the behavioural factors influencing consumer demand for biofortified foods in Nigeria using the Protection Motivation Theory (PMT). Using survey data of 314 adults analysed with structural equation modelling, the study extends PMT by incorporating knowledge and behavioural control as predictors and age and gender as moderators. Results revealed that perceived severity and intrinsic rewards significantly influence behavioural intention, self-efficacy and response efficacy have significant positive effects on consumer demand for biofortified foods. However, increased knowledge was negatively related to perceived vulnerability and positively associated with response cost. Gender and age moderate several of these relationships. Our study lends support to the fact knowledge is critical, we need real solution including addressing perceived barriers such as cost and accessibility; and highlights the need for persuasive communication to look beyond informing but managing complexities and brand communication. The study contributes to theory by contextualizing PMT within nutrition sensitive food systems and offers implication for market segmentation and effective communication in emerging economies.

Abstract Côte d’Ivoire’s cocoa sector is a cornerstone of its economy, underpinning the livelihoods of rural farming communities. This study evaluates the socio-economic impacts of investments in cocoa farming, adopting a community-centred lens to under-stand how these interventions improve local livelihoods in the Nawa region, the nation’s largest cocoa-producing area. Using data collected from 100 small-scale farmers and qualitative interviews, the analysis explores the effects of financial support, training and infrastructure projects. The results show that while 70% of farmers have benefited from agricultural training, only 30% have benefited from direct financial investment, and many of them report not having sufficient resources to im-plement sustainable farming practices. Investments in social infrastructure, such as schools and health centres, has had a direct impact on community well-being, but has proved insufficient. The results highlight an unequal distribution of benefits, with producers affiliated to cooperatives faring better than isolated farmers. Policy recommendations include expanding in-vestment programs, promoting social infrastructure development and removing systemic barriers to accessing resources. This research highlights the importance of community-based strategies to ensure equitable and sustainable development of rural cocoa farming systems.

Abstract Amid growing attention on cultured meat as a sustainable food source to mitigate global population pressures, this study investigated Chinese consumers’ willingness to pay (WTP) for cultured meat using an online discrete choice experiment ( N = 243). A mixed logit model revealed a negative preference for cultured meat, suggesting technological concerns outweigh quality or health factors. Conversely, a positive WTP was found for imported products (+$2.35). Heterogeneity analysis identified older, low-income, and male consumers as more receptive. These preliminary results suggest a need for market segmentation and highlight the potential role of policy support.

Abstract Food safety has become more effective and sustainable with the integration of digitalization and artificial intelligence technologies. In particular, AI-powered solutions optimize quality control and operational management processes, providing a competitive advantage for businesses. This study examines the role of AI-supported digital solutions in food safety through the case of GastroBlue application developed by Gastro Co. The research explores how the company integrates AI-based digital solutions into its food safety, quality control, and operational management processes. Conducted using a case study design, the study includes an in-depth interview with the founder of Gastro Co to evaluate the impact of AI applications on the sector. Findings indicate that AI facilitates food safety inspections, enhances sustainability, and improves operational efficiency. Additionally, by enabling faster responses to innovative consumer demands and varying tendencies such as food neophobia, AI contributes to enhancing customer trust.

Abstract Food consumption is highly impactful environmentally, yet anti-consumption remains underexplored. This review analyses 34 empirical studies to understand which foods are avoided, why, and the broader implications. Using Makri et al.’s (2020) conceptual clusters, we examine rejection, reduction, and reclaiming in consumer behavior. Findings highlight motivations such as sustainability, health, and ethics, with common targets like meat and junk food. Anti-consumption leads to spillover behaviors including substitution, sharing, and self-production. The study offers theoretical validation and practical insights for businesses and policymakers, showing how food anti-consumption contributes to sustainable, health-conscious, and ethically driven food systems.

Abstract This article aimed to propose a MECCAS model for communication purposes on food safety in the local fruit and vegetable sector and to verify its effectiveness by comparing its application to a conventional communication approach. The research has three phases: creation of advertising pieces by an agency; concept testing with consumers; and assessment of the model by the agency directors. The piece developed following the MECCAS guidelines was considered more effective in achieving communication objectives. The benefits and limitations of the model were highlighted. This research is a pioneer in addressing MECCAS for communication purposes in food safety.

Abstract A shift to more plant-based diets is crucial for human and planetary health, yet research often overlooks the complexities of the food environment. This study applied system archetypes – common behaviour patterns that aid in diagnosing system structures underlying observable events – to analyse feedback loops and delays in European food environments. A complex review of 47 articles identified six archetypes: Fixes that fail, Shifting the burden, Escalation, Success to the successful, Tragedy of the commons, and Supply and demand. Expert panel discussions revealed the socio-political context sustaining these archetypes. The findings identify both systemic barriers and solution pathways to accelerate the protein transition.

Abstract The primary objective is to determine if there is a relationship between environmental attitude and purchase intention in an experiment conducted at one of the Czech universities using the product coffee. The study uses a consumer experiment. The attitude towards organic products and services is positive, and most of the participants care about the environment. When analysing the social factor, it was found that the participants in this sample had more self-monitoring qualities. Participants do not have difficulties changing their behaviour when they feel it is necessary. The awareness of organic food is positive, but it does not mean that there will be an organic purchase.

Abstract Indonesia’s halal industry is set for substantial growth, with projections that consumption will reach $330.5 billion by 2025. Although Indonesia has the potential to develop the largest digital economy in Southeast Asia, many halal-certified Micro, Small, and Medium Enterprises (MSME s) are still underrepresented in the digital landscape. Our previous research highlighted a gap: MSME s are rarely listed on popular navigation apps such as Google Maps. This study examines ideal gamification designs to engage young, tech-savvy users, the development of an AR-based application to enhance the user experience, and its potential socioeconomic impact on MSME s. This app seeks to elevate user engagement through gamified AR experiences and AI capabilities, such as surface recognition, object recognition, human AR, world tracking, and markerless AR. To measure the socioeconomic impact of the app on MSME s, we used metrics such as customer spending, acquisition, and reviews.