How (not) to talk about plant-based foods: using language to support the transition to sustainable diets

Papies, E. K. , Davis, T. , Farrar, S., Sinclair, M. and Wehbe, L. H. (2023) How (not) to talk about plant-based foods: using language to support the transition to sustainable diets. Proceedings of the Nutrition Society, (doi: 10.1017/S0029665123004858) (PMID:38018402) (Early Online Publication)

Abstract

Reducing meat consumption is essential to curb further climate change and limit the catastrophic environmental degradation resulting from the current global food system. However, consumers in industrialised countries are hesitant to reduce their meat intake, often because they find plant-based foods less appealing. Despite the climate emergency, eating meat is still perceived as the norm, and recommended in most national dietary guidelines. To support the transition to more sustainable diets by providing insights for increasing the appeal of plant-based foods to mainstream consumers, this review presents recent research findings on how people think and communicate about meat-based and plant-based foods. The key findings we review include: (1) while vegans think about plant-based foods in terms of enjoyable eating experiences, omnivores think about plant-based foods in terms of health, vegan identity and other abstract information that does not motivate consumption in the moment. (2) Packages of ready-meals and social media posts on Instagram present plant-based foods with fewer references to enjoyable eating experiences than meat-based foods. (3) Presenting plant-based foods with language that references enjoyable eating experiences increases their appeal, especially for habitual meat eaters. This language includes words about sensory features of the food (e.g., crunchy, creamy), eating context (e.g. pub; with family) and immediate positive consequences of eating (e.g. comforting, delicious). In contrast, the term ‘vegan’ is strongly associated with negative stereotypes. Hence, rather than referring to being vegan, meat-free or healthy, the language used for plant-based foods should refer to sensory appeal, attractive eating situations and enjoyment.

• Item Type: Articles
• Additional Information: This work was supported by ESRC Research Grant ES/T011343/1, and by Grant ES/P000681/1.
• Status: Early Online Publication
• Refereed: Yes
• Glasgow Author(s) Enlighten ID: Sinclair, Maddie and Davis, Dr Tess and Farrar, Dr Stephanie and Wehbe, Ms Lara and Papies, Dr Esther
• Authors: Papies, E. K., Davis, T., Farrar, S., Sinclair, M., and Wehbe, L. H.
• College/School: College of Medical Veterinary and Life Sciences > School of Health & Wellbeing > MRC/CSO SPHSU; College of Medical Veterinary and Life Sciences > School of Psychology & Neuroscience
• Journal Name: Proceedings of the Nutrition Society
• Publisher: Cambridge University Press
• ISSN: 0029-6651
• ISSN (Online): 1475-2719
• Published Online: 29 November 2023
• Copyright Holders: Copyright © 2023 The Authors
• First Published: First published in Proceedings of the Nutrition Society 2023
• Publisher Policy: Reproduced under a Creative Commons License

Project Code	Award No	Project Name	Principal Investigator	Funder's Name	Funder Ref	Lead Dept
306403		Using consumption and reward simulations to create desire for plant-based foods	Esther Papies	Economic and Social Research Council (ESRC)	ES/T011343/1	SHW - MRC/CSO Social & Public Health Sciences Unit
303166		Scottish Graduate School Science Doctoral Training Partnership (DTP)	Mary Beth Kneafsey	Economic and Social Research Council (ESRC)	ES/P000681/1	SS - Academic & Student Administration