Exploring alternative proteins: psychological drivers behind consumer engagement

Purpose This study examines the psychological drivers influencing the intention to engage alternative proteins as potential substitutes for meat, utilising an extended framework of the norm activation model. Our framework incorporates awareness of meat consumption impacts, personal responsibility, involvement in sustainable and healthy eating and involvement in animal welfare. These factors shape personal norms, which ultimately influence the intention to try new protein sources. The study also considers neophobia (both food neophobia and food technology neophobia) as a determinant of intention. Additionally, it analyses sociodemographic factors associated with previous experience of alternative protein consumption, providing a comprehensive understanding of consumer behaviour. Design/methodology/approach Data were collected from a representative sample of 500 Italian consumers through a structured questionnaire. The study employed a structural equation model to analyse the intention to engage seitan-based proteins, insect-based proteins and cultured meat. Constructs measured included awareness of impacts, personal responsibility, involvement in healthy eating, involvement in sustainable eating, involvement in animal welfare, food neophobia and food technology neophobia. Additionally, individual scores for the intention to engage with each protein type were calculated, followed by a seemingly unrelated regression analysis (SUR). This model incorporated sociodemographic factors and previous experiences (such as tasting history, frequency of consumption and opinion) as independent variables. Findings The findings reveal that involvement in sustainable eating and awareness of meat consumption impacts on environmental sustainability are significant predictors of personal norms, which in turn influence the intention to engage alternative proteins. Conversely, health and animal welfare considerations are closely linked to personal responsibility, shaping personal norms that guide engagement intentions. Furthermore, food neophobia and food technology neophobia were found to significantly reduce the intention to consume insect-based foods and cultured meats. SUR analysis also indicates that sociodemographic traits and previous experience are effective predictors of alternative protein consumption frequency. Originality/value This study applies an extended version of the norm activation model to explore the engagement of alternative proteins, offering new insights into the psychological drivers behind consumer behaviour in the context of health, environmental sustainability and animal welfare. By integrating these factors with awareness and personal responsibility, the research provides a comprehensive understanding of how personal norms shape intentions to engage alternative proteins. The findings contribute to the literature by highlighting the roles of these factors and offering practical implications for promoting sustainable and ethical food consumption.