REPOSITORY > RESULTS

Abstract

As the global population is predicted to reach billions in the coming decades, the challenge of providing sustainable and efficient protein sources is becoming increasingly urgent. Simultaneously, the need to mitigate climate change and prevent further depletion of natural resources continues to place immense pressure on existing food systems. In response, new foods and food related technologies (also referred to as food technologies), such as alternative protein sources, have emerged as potential solutions. Despite their nutritional, environmental and ethical benefits, consumer acceptance remains limited.
Studies show that while many consumers express concern about environmental issues, their purchasing behaviours do not always align with their beliefs. Literature suggests that consumer motivations, perceived barriers, and differing understandings of sustainability contribute to this complex web of influences. Barriers such as neophobia, accessibility, scepticism, cost, and past failures in communication during food safety crises often hinder the adoption of such foods and food technologies.
Addressing these challenges requires an interconnected and comprehensive approach towards sustainable consumption that promotes environmentally friendly and ethically produced products while aligning with consumer preferences. To bridge these gaps, this dissertation employed a mixed-methods approach, combining quantitative tools such as questionnaires with qualitative insights from interviews and focus groups. The research was structured in two parts: first, to understand the drivers and barriers in consumption and second, to assess the effectiveness of communication for complex scientific topics.
Findings revealed that while health and sustainability motivated many consumers, several barriers impeded such as unfamiliarity with new foods and food technologies, limited information on origin and processing, accessibility, and cost hindered adoption. Concerns about additives were prominent for processed plant-based alternatives, while sensory appeal and food safety were key issues for edible insects. Cell-culture-derived meat raised concerns related to safety and artificiality due to stark differences in global regulatory frameworks.
In the second phase, results indicated that clear, engaging scientific content improved public interest in science communication. Digital communication tools have shown promise in making scientific topics more accessible and increasing understanding. Digital tools, such as podcasts, proved effective in raising awareness of advanced analytical techniques like mass spectrometry, which is critical in environmental monitoring and food safety.
Adoption strategies developed with consumers highlight the need for addressing consumer concerns. Educational campaigns, transparent labelling, and clear explanations of ingredients, sources, and processing methods were key in reducing scepticism. As consumer preferences evolve, future research should track responses to shifting regulations, cultural influences, and technological advancements.
This research has wide-reaching implications. For policymakers and researchers, it underscores the need for transparency and accessible information to build trust and drive sustainable adoption. For the food industry, it identifies key factors to help manufacturers develop products that align with consumer priorities while promoting sustainability.