RESUMEN

Restaurants are characterized by high levels of meat being consumed in this out-of-home setting, while plant-based meat alternatives remain a niche product, thus preserving a high environmental impact of food consumption. We tested whether subtly re-designing the restaurant menu, so that plant-based meat alternatives were perceived as the default to a greater extent, increased consumer selection of plant-based meat alternatives. Consumers' freedom of choice was preserved by leaving all choice options on the menu. An online experiment in The Netherlands showed that consumers choose plant-based meat alternatives more often relative to meat when the plant-based option is framed as the default. In a field experiment in a Dutch restaurant, we found that the amount of ordered plant-based meat alternative dishes substantially increased relative to an equivalent meat dish when implementing a default nudge (bean alternative: from 8.6% to 80.0%; seaweed alternative: from 16.1% to 58.3%). Thus, re-designing the menu in a way that suggests that plant-based meat alternatives are the default, while preserving autonomous decision-making, is a promising route to promote out-of-home adoption of plant-based meat alternatives in restaurants.

RESUMEN

The primary goal of this study is to be able to discern specific types of consumers in terms of their psychosocial characteristics who may need different ways of receiving dietary advice. Knowing these types will enable a better fit of advice to consumers' psychosocial characteristics, hereby stimulating healthy eating as the probability of compliance to the advice can potentially increase. The study draws upon several psychological theories to distinguish unique underlying factors that can subsequently be used to personalize nutrition information for consumers. A number of general psychological scales (self-regulation, action and coping self-efficacy, social comparison, intrinsic motivation, health info processing, need for cognition and for affect, and regulatory focus) are filled out by 988 respondents, including their preferences for receiving personalized forms of nutrition advice. The set of joint items from various psychological constructs is analyzed using a Principal Component Analysis to find underlying psychological characteristics. The PCA produces four components (explaining 51% of variation), that could be interpreted as 'intrinsic interest and capabilities for healthy eating,' 'perceived difficulty to eat healthily,' 'self-worth insecurity,' and 'seeking positive challenges,' respectively. By means of a Logistic Regression these components are able to predict preferences for different forms of receiving nutrition advice. This first component shows that a mind set for maintaining a healthy diet goes together with an interest in receiving an advice on what do to and on how that will affect one's health. The second component predicts a preference for a fixed moment to receive information/advice. This may be a strategy of those that perceive difficulties to eat healthily, to help them control their healthy food intake. The insecurity that the third component models seems to lead to a wish for receiving specific advice about their health situation at fixed moments in time. The fourth component is a small component, therefore its prediction of a wish for an advice focussing on prevention of negative consequences is probably not a strong result. The study does point out that there appear different psychosocial types of consumers, that may benefit by being addressed according to their preference for receiving nutrition advice on specific moments, of a specific level of detail or pointing at the type of consequences the advice has. A better fit of the advice to the psychosocial characteristics of the recipient, captured in the identified components in the current study, may lead to an increase in compliance, although that will have to be further investigated in subsequent work.

RESUMEN

To realize the potential environmental benefits that recycling and/or composting bio-based plastic packages can deliver, it is important that consumers view bio-based packaging as environmentally-friendly, but also correctly dispose of the packaging. The current experimental lab-in-the-field study was conducted among German consumers (n = 281) and explores whether consumers' perceived environmental benefits of recyclable and compostable bio-based plastic packages match with how consumers dispose of these packages. The results show that consumers only perceive compostable bio-based packages to have more environmental benefits than fossil-based packages. However, consumers dispose of compostable bio-based packages in an incorrect manner (not in line with what is communicated on the packaging label) relatively often. Consumers with a stronger familiarity with bio-based products more often correctly dispose of compostable bio-based packages, but not recyclable bio-based packages, relative to fossil-based packages. Thus, although mainly compostable bio-based plastic packages have strong environmental appeal to consumers, paradoxically this does not translate in the proper disposal actions to fully capitalize on the environmental benefits that bio-based packages can actually deliver. Increasing consumers' bio-based product familiarity might be an avenue to increase the levels of sustainable disposal.

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RESUMEN

A targeted approach to increase fruit and vegetable consumption, considering the heterogeneity of food choice motives across consumers and across contexts, is expected to be more effective than the often used 'one-size-fits-all approach'. Therefore, the current study aims to increase understanding of consumers' food choice motives across contexts, to identify consumer segments based on these motives and to gain insights in fruit and vegetable consumption, perceptions and demographic characteristics of these segments. An online survey was conducted in May 2015 among consumers in the Netherlands, Germany, France, the United Kingdom, Poland, Spain, Greece, Croatia and Serbia. 3064 participants completed the survey on fruit and 2998 participants completed the survey on vegetables. Four segments were identified, differing in their focus on present versus future food choice motives for main meals at home and for other contexts. The segments differed in their consumption, perceptions of fruit and vegetables and in their demographic characteristics. Implications for targeted approaches to increase fruit and vegetable consumption are discussed.

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