Abstract
Background: Research has shown that plant-based diets are associated with decreased risks of many non-communicable diseases and lower greenhouse gas emissions. Promoting plant-based diets would be expected to improve public health and help to address climate change, two important issues for New Zealand. Overseas studies have shown that younger and more educated people are more likely to adopt plant-based diets. However, there has been little research into the views of young, educated New Zealanders about the topic of plant-based diets and specifically, plant-based proteins.
Objective: To evaluate the attitudes of university students towards plant-based proteins and their willingness to reduce and replace animal-proteins, such as meat and fish, with plant-based proteins.
Design: This quantitative, cross-sectional study used an online survey of University of Otago students aged 18 to 22 years to determine their attitudes towards plant-based proteins and their willingness to include plant-based proteins in their diet. Data was analysed using Microsoft Excel for Mac.
Results: A total of 149 students participated in the survey, three were excluded, resulting in a final sample size of 146 students. The average age of the sample was 19.4 years and 73% were female. The majority of participants considered meat to be tastier, cheaper and more convenient than plant-based proteins. However, plant-based proteins were viewed as better for the environment, more ethical and healthier. Most participants (93%) were willing to replace some of the meat they eat with plant-based proteins. Across all attributes measured, such as taste, price and nutritional value, male participants had more negative feelings towards plant-based proteins than females and were less willing to include them in their diets.
Conclusion: This study is a first look into how New Zealand university students feel about plant-based proteins, finding that the majority were willing to reduce their consumption of animal-based proteins. Further research is needed to better understand how plant-based proteins can be promoted effectively to young people in order to change their behaviour.