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如何 (不) 谈论植物性食品:使用语言支持向可持续饮食过渡
Esther K Papies1, Tess Davis1, Stephanie Farrar1
1Social and Public Health Sciences Unit, School of Health and Wellbeing, University of Glasgow, Glasgow, UK.
The Proceedings of the Nutrition Society
|November 29, 2023
概括
让植物性食物更吸引肉食者是可持续饮食的关键. 专注于感官体验和享受,而不是健康或身份,显著提高了吸引力.
科学领域:
- 环境科学 环境科学
- 消费者心理学 消费者心理学
- 食品科学 食品科学 食品科学
背景情况:
- 减少肉类消费对于减轻气候变化和环境破坏至关重要.
- 消费者对植物性饮食的犹源于与肉类相比,消费者对植物性饮食的吸引力较低.
- 当前的饮食指南往往仍然建议食用肉类,强化肉食作为常态.
研究的目的:
- 调查消费者如何感知和沟通肉类食品与植物性食品.
- 确定增强植物性食品对主流消费者的吸引力的策略.
- 支持向更可持续的饮食模式过渡.
主要方法:
- 关于围绕植物性和肉类食品的消费者感知和沟通的最新研究的审查.
- 分析不同消费者群体 (素食者与万食者) 如何概念化植物性食品.
- 检查植物性和肉类准备餐的营销和社交媒体内容.
主要成果:
- 杂食者将植物性食物与抽象概念 (健康,身份) 相联系,而不是立即享受,与素食者不同.
- 植物性食品营销 (即食,社交媒体) 与肉类食品营销相比,具有较少的感官和享受线索.
- 描述性语言侧重于感官属性,愉快的饮食环境和立即的积极结果,增加了植物性食品的吸引力,特别是对于肉食者.
结论:
- 将植物性食品的沟通策略从健康/身份转变为感官吸引力和享受对于更广泛的采用至关重要.
- 避免使用诸如"素食主义者"或"无肉"等带有负面刻板印象的术语,而是使用具有唤起力的语言,可以克服消费者的不情愿.
- 这项研究为增加植物性饮食的可口性和接受性提供了可操作的见解,有助于环境可持续性.
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