Dietary change – The role of meat free choice(s) in addressing food security, consumer behaviour, marketing barriers and enablers. (Our Ref: RS10-NBS01)
Food 2030, the UK Government’s strategic response to developing a sustainable food supply chain, suggests a need to reduce our consumption of meat and its impact on our health and the environment. To date, accounting for the environmental impact of foodstuffs has primarily seen the advancement and streamlining of supply-side life-cycle analysis techniques to measure embedded carbon emissions of products. A notable outcome of much of this research in the food industry has been the realisation that meat products are significantly carbon-inefficient when compared to, for example, grain or vegetable products (e.g. Williams et al., 2006). However, in addition to this, ‘meat alternative’ products may also be associated with other win-win opportunities across the health and sustainability agenda, such as lower fat content, reduced salt, reduced water use or a smaller land use footprint.
Such findings have led to recommendations for reductions in the meat content of diets (e.g. IPCC, 2008). Although wholesale changes in consumer diets or consumption habits is an unlikely achievable goal in the short term, it is possible that improving demand for meat-substituting products could provide a means for better achievement of sustainability and quality of life targets. Despite growing media coverage of these issues consumer uptake of meat free choices within the UK remains limited. There is a clear need to understand the consumer within this emerging debate and the issues that drive market demand and /or create disengagement.
This research, co-sponsored by Premier Foods Ltd., seeks to investigate the factors that influence market demand for meat substitutes and meat free products. Segments of consumers that share common behavioural characteristics will be identified to provide a better understanding individual consumer preferences. Specific research questions that may be addressed in the project include:
• What understanding do UK consumers have of current and emerging the issues of food security – what’s hot and what’s not?
• What are the barriers and enabling factors that influence behavioural change in the meat free sector?
• How can consumers be segmented in terms of both attitude and behaviour?
• What voluntary, policy, and other alternative mechanisms could be developed or structured to influence behavioural change in this sector.
The outcomes will be linked with those from other similar on-going projects being undertaken by the co-sponsor including work at Imperial College and Liverpool University that are examining the impact of dietary change on health and environment.
You should apply using the School's Application Form available at:
http://www.newcastlebusinessschool.co.uk/apply-now.aspx
Applications should be submitted to: nb-nbs-research-admin@northumbria.ac.uk
