Exploring Sustainable Diet Drivers: An Extended TPB Approach to Alternative Protein Acceptance in Southern Italy

Area of Science:

• Food science and consumer behavior
• Environmental sustainability and dietary choices
• Psychology of food adoption

Background:

• Investigating consumer adoption of alternative proteins (insect-based, cultured meat, plant-based) for sustainable diets.
• Extending the Theory of Planned Behaviour (TPB) to include personal moral norms and environmental concerns.
• Understanding ethical and normative drivers in food choice.

Purpose of the Study:

• To analyze factors influencing consumer behavioral intention towards alternative protein consumption.
• To assess the relationships between TPB constructs, moral norms, environmental concerns, and adoption intentions.
• To identify key predictors for fostering sustainable dietary transitions.

Main Methods:

• Survey data collected from 948 residents in the Campania region, southern Italy.
• Partial Least Squares Structural Equation Modelling (PLS-SEM) applied for data analysis.
• Assessing relationships among TPB constructs, personal moral norms, environmental concerns, and behavioral intention.

Main Results:

• Personal moral norms are the strongest predictor of behavioral intention, impacting attitudes and environmental concerns.
• Subjective norms influence intention by reinforcing moral norms and perceived behavioral control.
• Classical TPB constructs demonstrate limited direct effects on alternative protein adoption.

Conclusions:

• Consumer sustainable food intentions are primarily shaped by moral identity and social context, not solely attitudes.
• Culturally sensitive strategies should focus on strengthening moral and normative motivations.
• Findings support promoting alternative proteins for environmentally sustainable diets.