Motivational differences in food orientation and the choice of snacks made from lentils, locusts, seaweed or “hybrid” meat

The recently developed Food Choice Motives (FCMs) questionnaire was used in a survey among a sample from the general population in the Netherlands (n = 1083) to examine the relationship between motivational differences in food orientation and the choice of snacks made from environmentally-friendly proteins (i.e. lentils, locusts, seaweed or “hybrid” meat). The results show that there is room for a change to a diet with more environmentally friendly proteins, with the exception of insects. As hypothesized, there were important differences between consumers depending on the level and direction of involvement with food. The study identified potential “trendsetters” who appreciated authentic sources of proteins, such as lentils and seaweed, but who were less likely to choose a product that is not pure but hybrid. A hybrid meat product may be acceptable to lowly involved consumers but they will not actively search for more environmentally friendly proteins.

► Our study measured taste-oriented and reflection-oriented food choice motives.
► It focused on choices of snacks made from environmentally-friendly proteins.
► The study identified trendsetters who like authentic sources of proteins.
► A hybrid meat product may be acceptable to lowly involved consumers.