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Testing Motivational Appeals to Promote Legume-Enriched Foods.

Marco Gaetani1, Valentina Carfora1, Laura Picciafoco1

  • 1Department of Psychology, Catholic University of the Sacred Heart, 20123 Milan, Italy.

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Summary
This summary is machine-generated.

Sustainability messages effectively promote legume-enriched foods by encouraging search and consumption. Tailoring messages to consumer motivation, particularly for those intending to reduce animal product intake, enhances their impact.

Keywords:
food choice motiveslegume-enriched foodplant-based foodrecommendation messagestailored communication

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Area of Science:

  • Food Science and Technology
  • Consumer Behavior Research
  • Sustainable Food Systems

Background:

  • Legume-enriched foods offer a sustainable alternative to animal proteins, aligning with global dietary shifts.
  • Understanding consumer motivations is crucial for promoting adoption of novel food products.
  • This study explores how different message framing influences consumer engagement with legume-enriched foods.

Purpose of the Study:

  • To evaluate the effectiveness of food choice motive-based messages in driving search, consumption, and intention to consume legume-enriched foods.
  • To investigate the mediating roles of product search and consumption in the relationship between message exposure and consumption intention.
  • To examine how baseline intentions to adopt plant-based diets moderate message effectiveness.

Main Methods:

  • A randomized controlled trial with 1361 Italian adults exposed to one of seven message types (health, price, sensory, natural, convenience, sustainability, mood) or a control.
  • Participants received three prefactual gain messages over one week.
  • A moderated serial mediation model analyzed the pathways from message exposure to intention, considering search, consumption, and consumer type (intenders vs. non-intenders).

Main Results:

  • Messages on mood, sustainability, health, and convenience significantly increased intention to consume legume-enriched foods.
  • Sustainability messages demonstrated a significant serial indirect effect on intention via both search and consumption.
  • Mood messages increased intention via search behavior only. Message effectiveness varied based on consumer's intention to switch to plant-based diets.

Conclusions:

  • Sustainability appeals are powerful drivers for legume-enriched food consumption.
  • Tailoring communication strategies to consumers' readiness to adopt plant-based diets enhances message efficacy.
  • The findings support targeted messaging to promote sustainable food choices.