Using consumption and reward simulations to increase the appeal of plant-based foods

Abstract

The production of meat is a main contributor to current dangerous levels of greenhouse gas emissions. However, the shift to more plant-based diets is hampered by consumers finding meatbased foods more attractive than plant-based foods. How can plant-based foods best be described to increase their appeal to consumers? Based on the grounded cognition theory of desire, we suggest that descriptions that trigger simulations, or re-experiences, of eating and enjoying a food will increase the attractiveness of a food, compared to descriptions emphasising ingredients. In Study 1, we first examined the descriptions of ready meals available in four large UK supermarkets (N = 240). We found that the labels of meat-based foods contained more references to eating simulations than vegetarian foods, and slightly more than plant-based foods, and that this varied between supermarkets. In Studies 2 and 3 (N =170, N = 166, pre-registered), we manipulated the labels of plant-based and meat-based foods to either include eating simulation words or not. We assessed the degree to which participants reported that the description made them think about eating the food (i.e., induced eating simulations), and how attractive they found the food. In Study 2, where either sensory or eating context words were added, we found no differences with control labels. In Study 3, however, where simulation-based labels included sensory, context, and hedonic words, we found that simulation-based descriptions increased eating simulations and attractiveness. Moreover, frequent meat eaters found plantbased foods less attractive, but this was attenuated when plant-based foods were described with simulation-inducing words. We suggest that language that describes rewarding eating experiences can be used to facilitate the shift toward healthy and sustainable diets.

Characterization of the CYP3A4 Enzyme Inhibition Potential of Selected Flavonoids

“…Flavonoids are secondary plant metabolites that are consumed through vegetables, fruits, teas, wines, propolis, medicinal plants, and so on. These compounds aid organoleptic characteristics of foods (e.g., color and taste of tea and wine) and are of interest due to biological properties affecting human health [ 1 , 2 ]. As non-essential nutrients, they have received much attention in the last decades.…”

Influencing Factors of a Sustainable Vegetable Choice. The Romanian Consumers’ Case

“…Therefore, the sixth hypothesis considered for this study is confirmed, a higher level of income generates more appreciation for the quality of the purchased vegetables than their price or available offers. In this case, presenting the sustainable vegetables as of higher quality through specific labeling would offer the consumers the option of easily identifying them in stores or markets and, therefore, satisfy their need for quality purchases while having a sustainable diet, an idea that correlates with previous studies [85,101].…”

“…Additionally, through their studies, they propose alternatives to the current consumption patterns. For example, sustainable diets [3], change of language on vegetable product labels into a more stimulating one [85], plant-based and oat-based protein consumption [22], or food education for children and parents [6,86], therefore aiming at the health aspect of a sustainable food choice [87].…”

The Psychology of Desire and Implications for Healthy Hydration

“…Labeling healthy foods with words that refer to sensory characteristics (e.g., sweet and tangy) increased taste expectations and healthy choices, compared to labeling the same foods with health features (e.g., vitamin-rich and protein-packed; [27, 28]). These effects seem to be driven by increased eating simulations, as was shown in experiments manipulating the labels for meat-based and plant-based foods [29]. Here, food descriptions that contained words referring to sensory, hedonic, and eating context features increased eating simulations and perceived attractiveness of both plant-based and meat-based foods, compared to food descriptions that listed ingredients and visual features [29].…”

“…These effects seem to be driven by increased eating simulations, as was shown in experiments manipulating the labels for meat-based and plant-based foods [29]. Here, food descriptions that contained words referring to sensory, hedonic, and eating context features increased eating simulations and perceived attractiveness of both plant-based and meat-based foods, compared to food descriptions that listed ingredients and visual features [29]. The effects of these simulation-based labels on food attractiveness were mediated by eating simulations (“I imagine what the food would taste and feel like”).…”