Generational differences in attitudes toward alternative protein sources: sociodemographic and food neophobia correlates in Türkiye

Purpose This study aims to investigate generational differences in attitudes toward alternative protein sources among Generations X, Y, and Z in Türkiye and examines their associations with sociodemographic characteristics and food neophobia. Design/methodology/approach A cross-sectional online survey was conducted between November 2023 and June 2024 with 718 adults recruited through snowball sampling. Willingness to consume edible insects, algae, and cultured meat was measured using a Visual Analogue Scale (VAS), and food neophobia was assessed with the Food Neophobia Scale (FNS). Group differences were analysed using t-tests, ANOVA, and Pearson correlation analysis, and hierarchical regression analyses were performed to identify independent predictors. Findings In this study we find thatalgae showed the highest level of acceptance, whereas edible insects were the least accepted alternative protein source. Generational differences were product-specific; Generation Z demonstrated higher willingness to consume cultured meat compared with Generations X and Y, while no significant differences were observed for insects and algae. Greater willingness was observed among women, individuals with higher education, and urban residents. Food neophobia emerged as the most consistent predictor of willingness to consume all three alternative protein sources, whereas generational differences were product-specific and limited to cultured meat in multivariate analyses. Research limitations/implications The cross-sectional and online nature of the study may limit generalizability. Future research should include more representative sampling methods and behavioral assessments to better understand acceptance of alternative proteins across different populations. Practical implications The findings suggest that communication and marketing strategies for alternative proteins should be product-specific and tailored to different demographic groups. Educational and exposure-based interventions may help reduce food neophobia and improve acceptance. Social implications Understanding public attitudes toward alternative proteins may support the development of more sustainable dietary policies and contribute to future food security and environmental sustainability efforts. Originality/value This study provides one of the first empirical comparisons of multiple alternative protein sources across generational cohorts in Türkiye. By demonstrating that food neophobia represents a consistent psychological determinant of alternative protein acceptance, whereas generational influences are product-specific, it advances understanding of consumer responses to novel foods and provides evidence relevant to sustainable nutrition strategies in emerging economies.