Abstract
Shifting from diets rich in meat to ones more focused on plant-based foods is advantageous for public health, the environment, and animal welfare. Yet, prevailing food consumption habits do not align well with this "planetary health diet," highlighting the urgency for actions to hasten this shift. Despite robust and consistent scientific evidence over recent decades emphasising the necessity of moving toward diets that incorporate more plant-based foods, a significant number of consumers show little or no inclination to reduce their meat consumption. This is especially true in middle-income nations where meat demand is climbing sharply due to population growth, increased incomes, and urbanisation. In response to these challenges, this thesis aims to enhance understanding of how reductions in meat consumption and the adoption of plant-based alternatives can be effectively implemented in China and other culturally similar regions. The focus on meat reduction and replacement strategies is central to promoting a more sustainable dietary transition.
Two studies were conducted: 1. Flexitarian Motivations, and 2. Message Framing and Plant-Based Alternatives: The first study was exploratory in nature and involved conducting 30 in-depth online interviews with Chinese young adults practicing flexitarianism to learn about their lived experiences as well as their motivation for making this change to their diet. Interview transcripts were analysed through the lens of the Food Choice Process Model. The findings revealed that the participants were motivated to be flexitarians by health, sustainability, or ethical concerns. However, enjoyment of eating animal-sourced foods combined with discomfort in discussing their dietary change and a lack of social support hindered further dietary progression to vegetarian or vegan diets.
The second study used a biometric approach to investigate the impact of message framing on participants’ responses to the promotion of plant-based meat and dairy alternatives. 45 Chinese young adults partook in the study, which involved a computer-based food choice task and was conducted at the biometric laboratory of Xi'an Jiaotong Liverpool University. It was determined that packaging information attracted attention and influenced participants’ perceptions of plant-based alternatives. Messages promoting health benefits were more effective for plant-based meat, while environmental sustainability messages resonated better for plant-based dairy alternatives. Avoidance-oriented messaging slightly increased the likelihood of a product being selected compared to gain-orientated messaging.
These studies underscore the complexity of dietary transitions and the significant role of targeted messaging and social support in influencing consumer behaviour. There is a clear need for strategies that bolster social support for individuals exploring flexitarian or more plant-based diets, which could encourage a broader acceptance and deeper commitment to such dietary changes. For marketers and policymakers, the findings suggest that effectively framed messages can significantly impact consumer preferences and behaviours, especially when introducing new plant-based products. These insights are crucial for designing interventions that promote plant-based diets and support sustainable consumption patterns more broadly.