Transforming Eating Habits: Applying Transformative Learning Theory to Promote Alternative Proteins in Brazil (Final)

The global food system faces critical challenges, particularly those linked to meat production, including environmental degradation, climate change, animal suffering, and public health concerns. These issues underscore the urgent need to expand the supply and acceptance of alternative protein sources. Given the various forms of resistance to reducing meat consumption and adopting alternative proteins, there is a need for approaches that go beyond traditional informational campaigns and behavioral nudges, which often fall short in generating the deep, lasting transformations needed to shift underlying assumptions and perspectives into new ways of acting. This study applies Transformative Learning (TL) theory to examine how disorienting dilemmas can trigger critical reflection on meat consumption and promote acceptance of alternative proteins. The research explores participants’ responses to information regarding environmental, ethical, and health issues about animal-based meat production using three focus groups. The sessions were structured according to TL principles, beginning with exposure to a disorienting dilemma, followed by guided critical reflection and discussion of potential behavioral changes. Results revealed several recurring patterns across all groups: ambivalent feelings about meat consumption, emotional discomfort, skepticism regarding food technologies, and evolving attitudes toward plant-based diets. Participants expressed intentions to reduce their meat intake, a desire to learn more about plant-based alternatives, and a motivation to encourage others to adopt similar changes, indicating early signs of transformative action. The study highlights how well-designed educational interventions can initiate dietary transformation. It offers guidance for future food policy, education strategies, and industry engagement to support the transition to more ethical and sustainable food systems. This study was funded by The Food System Research Fund