The Role of Risk Perception and Information-Seeking in Acceptance of Alternative Proteins

With increasing interest in sustainable living, dietary preferences are shifting toward sustainable and alternative sources of nutrition. Despite market forecasts predicting significant growth in cultivated and plant-based meats, the adoption of alternative proteins (APs) remains limited due to negative perceptions and unfamiliarity. This study investigates the influence of food literacy on willingness to try APs, focusing on the roles of information-seeking behavior and risk perception. The results show that while food literacy positively impacts information-seeking behavior, it does not directly influence willingness to try APs. However, information-seeking behavior significantly enhances consumers' willingness to use APs. Moreover, risk perception moderates this relationship, indicating that, as consumers seek more information, their risk perception decreases, leading to higher willingness. These findings highlight the importance of disseminating accurate information and addressing risk perceptions in order to promote APs consumption. This study offers insights for developing effective communication strategies to foster healthier and sustainable dietary choices, with implications for industry and policy.